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  • 08 Nov 2018
  • Working Paper Summaries

Arbitration with Uninformed Consumers

Keywords: by Mark Egan, Gregor Matvos, and Amit Seru; Legal Services
  • January 2014
  • Technical Note

Learning From Extreme Consumers

By: Jill Avery and Michael Norton
Traditional market research methods focus on understanding the average experiences of average consumers. This focus leads to gaps in our knowledge of consumer behavior and often fails to uncover insights that can drive revolutionary, rather than evolutionary... View Details
Keywords: Market Research; Ethnography; Design Thinking; Innovation; New Product Development; Research; Marketing; Consumer Behavior; Innovation and Invention
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  • Research Summary

The Politics of Consumer Credit

By: Gunnar Trumbull
A combination of factors has dramatically increased consumer access to and reliance upon credit across the OECD. These factors include financial liberalization and deregulation, improvements in consumer credit information and its analysis, and a growth in debt... View Details
  • 20 Sep 2004
  • Research & Ideas

How Consumers Value Global Brands

In 2002, we carried out a two-stage research project in partnership with the market research company Research International/USA to find out how consumers in different countries value global brands. First, we conducted a qualitative study... View Details
Keywords: by Douglas B. Holt, John A. Quelch & Earl L. Taylor
  • 10 May 2019
  • Working Paper Summaries

Consumer Inertia and Market Power

Keywords: by Alexander MacKay and Marc Remer
  • 2010
  • Chapter

Consumer Finance Protection

By: Thomas Cooley, Xavier Gabaix, Samuel Lee, Thomas Mertens, Vicki Morwitz, Shelle Santana, Anjolein Schmeits, Stijn Van Nieuwerburgh and Samuel Whitelaw
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  • May 25, 2016
  • Comment

How Consumers and Businesses are Reshaping Public Health

By: John A. Quelch
Healthcare and education are two issues in which citizens around the world, rich and poor, are passionately interested. It has long been appreciated that the way that a society treats its youngest and oldest members says much about its moral maturity. Economic... View Details
Keywords: Healthcare; Consumer Power; Innovation In Healthcare Delivery; Mobile Healthcare; Transition; Transformation; Trends; Customer Satisfaction; Customer Value and Value Chain; Health Care and Treatment; Information; Collaborative Innovation and Invention; Independent Innovation and Invention; Innovation and Management; Innovation Leadership; Management; Marketing; Markets; Planning; Problems and Challenges; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; South America; North and Central America; Middle East; Europe; Asia
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  • December 2020
  • Article

Consumer Reactance to Promotional Favors

By: Marco Bertini and Aylin Aydinli
Promotional favors are an increasingly popular but seldom researched form of price promotion where the receipt of the saving by consumers depends on an action on their part that is nonmonetary in nature, such as completing a questionnaire, posting a review, or making a... View Details
Keywords: Promotional Favors; Conditional Discounts; Psychological Reactance; Price Promotions; Pricing; Marketing; Price; Consumer Behavior
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  • 2013
  • Chapter

Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

By: Jill Avery
Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details
Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Consumer Products Industry; Consumer Products Industry
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  • 06 Apr 2009
  • Research & Ideas

Cheers to the American Consumer

litany of reasons why America spawns so many entrepreneurs. There is barely an acknowledgment of what Amar Bhide (HBS MBA '79) has appealingly termed "the venturesome consumer." Yet this willingness to adopt new products, new processes and new services more... View Details
Keywords: by John Quelch
  • 28 Oct 2009
  • Lessons from the Classroom

HBS Begins Teaching Consumer Finance

Last spring HBS became the first top-ranked U.S. business school to offer a course in consumer finance. Jointly taught by HBS professor Peter Tufano and Harvard Law School professor Howell Jackson (HBS MBA '80), the elective course... View Details
Keywords: by Roger Thompson; Financial Services; Education
  • 05 May 2008
  • Research & Ideas

Connecting with Consumers Using Deep Metaphors

authors of Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers (HBS Press, 2008). Transformation is just one metaphor that finds expression in products that satisfy deeply held View Details
Keywords: by Martha Lagace; Consumer Products
  • February 2009
  • Background Note

An Introduction to Consumer Credit

By: Peter Tufano
This note reviews a variety of shorter-term consumer credit products in the U.S. with an emphasis on the types of products that low- and moderate-income consumers use. Included here are the following: credit cards, bank overdraft products, payday lending, personal... View Details
Keywords: Credit; Financing and Loans; Personal Finance; United States
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  • 2022
  • Article

Dynamic Pricing Algorithms, Consumer Harm, and Regulatory Response

By: Alexander MacKay and Samuel N. Weinstein
Pricing algorithms are rapidly transforming markets, from ride-sharing apps, to air travel, to online retail. Regulators and scholars have watched this development with a wary eye. Their focus so far has been on the potential for pricing algorithms to facilitate... View Details
Keywords: Competition Policy; Regulation; Algorithmic Pricing; Dynamic Pricing; Economics; Law And Economics; Law And Regulation; Consumer Protection; Antitrust Law; Industrial Organization; Antitrust Issues And Policies; Technological Change: Choices And Consequences; Competition; Policy; Price; Governing Rules, Regulations, and Reforms; Microeconomics; Duopoly and Oligopoly; Law
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  • Awards

American Marketing Association. Marketing Communications Special Interest Group Best Paper Award

By: Sunil Gupta
Winner of the 2003 Best Paper Award from the Marketing Communications Special Interest Group of the American Marketing Association for "Long Term Impact of Promotion and Advertising on Consumer Brand Choice" (with Carl Mela and Donald R. Lehmann, Journal of... View Details
  • October 2001 (Revised March 2002)
  • Background Note

Implicit Predictors of Consumer Behavior

By: Gerald Zaltman, Nancy Puccinelli, Kathryn A. Braun and Fred W Mast PHD
An important distinction is drawn in psychology between explicit and implicit knowledge. Explicit knowledge refers to consciously held beliefs about an individual or object that often draws on the remembering of experiences in the past. In contrast, implicit knowledge... View Details
Keywords: Forecasting and Prediction; Values and Beliefs; Knowledge Sharing; Consumer Behavior; Opportunities; Cognition and Thinking
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  • March 1992
  • Background Note

Researching and Monitoring Consumer Markets

By: Robert J. Dolan
Describes the major research techniques for consumer goods new product development, i.e. pre-test markets and electronic purchase monitoring. Provides students with information on availability and utility of these services. View Details
Keywords: Demand and Consumers; Product Marketing; Product Development; Research
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  • July 2003 (Revised April 2005)
  • Case

Branding Citigroup's Consumer Business

By: Rohit Deshpande and Carin-Isabel Knoop
In Spring 1998, Citicorp and Travelers merged to create a financial powerhouse that united the bank with Travelers' consumer finance and brokerage businesses, including Salomon Smith Barney and Primerica. It was the first U.S. financial services company to combine... View Details
Keywords: Mergers and Acquisitions; Customer Focus and Relationships; Customer Relationship Management; Decisions; Asset Management; Investment Banking; Management Teams; Brands and Branding; Relationships; Business and Shareholder Relations; Banking Industry; United States
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  • October 2021
  • Case

Sparking Growth at Consumer Reports

By: Christina Wallace
Consumer Reports (CR) is a nonprofit organization that traditionally provided independent testing and research on consumer goods. With the need to diversify its audience and revenue streams CR partnered with market research firm Spark No. 9 to identify potential... View Details
Keywords: Nonprofit Management; Innovation; Entrepreneurship; Marketing; Social Media; Innovation and Management; Nonprofit Organizations
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  • Research Summary

Creating and Consuming Brand Meaning

By: Jill J. Avery
This vibrant stream explores how managers build meaning into their brands through narrative stories, and nurture, leverage, and maintain meaning over time.  It also explores how consumers use this meaning embedded in brands to construct their identities and live their... View Details