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  • 06 Dec 2022
  • Research & Ideas

Latest Isn’t Always Greatest: Why Product Updates Capture Consumers

associate professor at the University of Chicago. Consumers put on blindfolds The researchers performed dozens of experiments, using products ranging from gummy candy to dictionaries, and testing out labels... View Details
Keywords: by Michael Blanding; Consumer Products; Consumer Products
  • September 2015 (Revised February 2020)
  • Case

Managing Consumer Touchpoints at Nissan Japan

By: Thales Teixeira, Nobuo Sato and Akiko Kanno
In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three... View Details
Keywords: Nissan; Automobiles; Cars; Touch Points; Digital Marketing; Internet and the Web; Marketing Channels; Advertising; Auto Industry; Japan
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  • Research Summary

Current Research

 

I am interested in research on various topics in retail operations and supply chain management, including inventory management, product variety, distribution logistics, financial performance of retailers, and linking operational performance to... View Details

  • 26 Mar 2012
  • Research & Ideas

What Neuroscience Tells Us About Consumer Desire

brain data to play a key role in future research on consumer choice. (In a recent HBS industry background note on neuromarketing, she discusses the techniques that have helped View Details
Keywords: by Carmen Nobel; Consumer Products
  • Research Summary

Current Research

By: William C. Kirby

Doing business in China in the early 21st century

Chinese companies and consumer markets

Chinese Universities: Leaders of the 21st Century? 

The enduring role of State-Owned Enterprises in China 

Business, political, and cultural... View Details

  • 2017
  • Working Paper

The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision Making

By: Ryan Hamilton and Uma R. Karmarkar
Scientists have spent decades creating powerful and detailed descriptions of how people make decisions. Unfortunately, many of these theories make contradictory predictions and are difficult to understand and implement. We introduce the 4 Minds framework as a practical... View Details
Keywords: Consumer Choice; Market Research; Decision Making Process; Decision; Marketing Research; Consumer Behavior; Decision Choices and Conditions; Marketing; Decision Making; Segmentation; Research
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  • 27 Jan 2011
  • Working Paper Summaries

A Brief Postwar History of US Consumer Finance

Keywords: by Andrea Ryan, Gunnar Trumbull & Peter Tufano; Banking
  • 26 May 2009
  • Research & Ideas

Improving Market Research in a Recession

most firms are reducing spending on the market research that would help manage that uncertainty. In the United States, spending on market research has dipped for four consecutive quarters, and chief... View Details
Keywords: by John Quelch
  • November 2007
  • Article

Measuring Consumer and Competitive Impact with Elasticity Decompositions

Marketing investments are designed to change consumer behavior in ways that help goods compete in the marketplace. Previous research has focused on using elasticity decompositions to measure how these investments affect either consumer decision making or competing... View Details
Keywords: Decision Choices and Conditions; Investment Return; Marketing Strategy; Consumer Behavior; Measurement and Metrics; Mathematical Methods; Competitive Advantage
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  • 04 Jun 2024
  • Research & Ideas

Navigating Consumer Data Privacy in an AI World

the Digital Data Design Institute at Harvard, teamed up with HBS doctoral candidate Ta-Wei Huang to discuss their advice for businesses and their recent research about this rapidly changing landscape. This interview has been edited for... View Details
Keywords: by Rachel Layne; Technology; Information Technology
  • March 2000
  • Article

Consumer Researchers: Take a Hike!

By: Gerald Zaltman
Keywords: Research
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  • 1982
  • Article

Correlates of Deficient Consumer Environments: The Case of the Elderly

By: Rohit Deshpandé and S. Krishnan
Although much research attention has been given to the format of consumer information environments, there has been little study of the effects of consumer environments lacking in information. This paper describes an empirical study of elderly consumers functioning in... View Details
Keywords: Consumer Behavior; Age; Information
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  • 05 Jul 2006
  • Working Paper Summaries

Measuring Consumer and Competitive Impact with Elasticity Decompositions

Keywords: by Thomas J. Steenburgh; Advertising
  • October 2009
  • Article

Shaping Online Consumer Choice by Partitioning the Web

By: Jolie M. Martin and Michael I. Norton
This research explores how partitioning attributes in online search interfaces changes the valuations of those attributes-and impacts subsequent choice-such that attributes that are displayed as separate categories tend to receive greater decision weight than... View Details
Keywords: Decision Choices and Conditions; Information Management; Demand and Consumers; Research; Internet and the Web; Valuation
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  • 17 Jun 2017
  • Research & Ideas

Amazon, Whole Foods Deal a Big Win for Consumers

Source: 400tmax Editor's Note. Online retailing behemoth Amazon announced June 16 that it would acquire upscale grocery chain Whole Foods Market in a deal valued at more than $13 billion. Though the company has dabbled with the idea of a brick-and-mortar footprint in... View Details
Keywords: by Jose Alvarez and Len Schlesinger; Retail
  • 2024
  • Working Paper

Using LLMs for Market Research

By: James Brand, Ayelet Israeli and Donald Ngwe
Large language models (LLMs) have rapidly gained popularity as labor-augmenting tools for programming, writing, and many other processes that benefit from quick text generation. In this paper we explore the uses and benefits of LLMs for researchers and practitioners... View Details
Keywords: Large Language Model; Research; AI and Machine Learning; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry
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  • Research Summary

Research and Publication Interests

Michelle Craig McDonald is currently writing a Harvard Business School case study on the impact of the International Coffee Act on small producers. She is interested in early American economic development, especially the role of foreign trade and re-exported... View Details
  • 31 May 2007
  • Working Paper Summaries

Extremeness Seeking: When and Why Consumers Prefer the Extremes

Keywords: by John T. Gourville & Dilip Soman
  • 09 Mar 2020
  • Research & Ideas

Warring Algorithms Could Be Driving Up Consumer Prices

antitrust authorities, who fear they could ultimately harm consumers by raising prices above typical competitive levels. It doesn’t seem too long ago when a price change was a major strategic decision for companies, requiring extensive... View Details
Keywords: by Kristen Senz; Retail
  • 12 Nov 2015
  • Research & Ideas

Can Consumers be Trusted with Their Own Health Care?

Consumers today have more control than ever over the way they choose goods and services—from browsing freely at grocery stores to managing their own financial assets. Perhaps consumers should also have a... View Details
Keywords: by Dina Gerdeman; Health

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