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  • 13 Sep 2010
  • Research & Ideas

The Consumer Appeal of Underdog Branding

appeal of underdog brand biographies. We found that the underdog effect crosses cultural boundaries, with both Singaporean and American participants showing preference for underdog brands. However, underdog View Details
Keywords: by Martha Lagace
  • 01 Jun 2002
  • News

The Mind Speaks, Marketers Listen

Calling HBS professor Gerald Zaltman “a maverick marketing professor,” the New York Times reported on the interactive technique he developed to gauge consumer preferences using visual images, semiotics, and neuroscience. “While the... View Details
  • 17 Oct 2024
  • Research & Ideas

The Reputation Risks of Sharing Fake News

political party look if it were true. Study participants expected to boost their reputations by sharing information: Considered accurate. Participants expected sharing true headlines to make them look better than sharing false or misleading headlines. Favoring their... View Details
Keywords: by Avery Forman
  • 27 Jan 2016
  • Research & Ideas

A Politician's Investment Portfolio Might Tip Off Corruption Potential

“If you are more of a risk taker, all things being equal, you are going to be more likely to engage in misconduct,” Minor says. "If you are more of a risk taker, all things being equal, you are going to be more likely to engage in misconduct" In Risk View Details
Keywords: by Roberta Holland
  • Student-Profile

Ta-Wei "David" Huang

in a particular setting. Historically, Firms provide personalized information by considering preferences elicited by the historical customer data. However, given the nature of food consumption, customers... View Details
  • 27 Jan 2009
  • First Look

First Look: January 27, 2009

a successful transformation in your company. Spousal Control and Intra-Household Decision Making: An Experimental Study in the Philippines Author:Nava Ashraf Publication:American Economic Review (forthcoming) Abstract Using an experimental design I View Details
Keywords: Martha Lagace
  • 21 Jul 2003
  • Research & Ideas

Don’t Get Buried in Customer Data—Use It

probe beneath customer preferences and behaviors to uncover the attitudes that provide a more solid understanding of customer loyalty. Why You Need Both Individual And Aggregated Data One-to-one marketing, a term coined by Don Peppers and... View Details
Keywords: by Jean Ayers
  • 29 Jan 2019
  • First Look

New Research and Ideas, January 29, 2019

in others and show that all these definitions are equivalent. We then introduce a new class of substitutable preferences that allows us to model intermediaries with production capacity. We also prove that substitutability is preserved... View Details
Keywords: Dina Gerdeman
  • 24 Oct 2006
  • First Look

First Look: October 24, 2006

forecasting, despite a number of characteristics that make it a challenge to fit to a dynamic supply chain environment, to be effective in that context. We further show that the forecasting process, together with the supporting mechanisms of information exchange and... View Details
Keywords: Sean Silverthorne
  • 11 Sep 2018
  • First Look

New Research and Ideas, September 11, 2018

Behavior and Human Decision Processes When and Why Randomized Response Techniques (Fail to) Elicit the Truth By: John, Leslie K., George Loewenstein, Alessandro Acquisti, and Joachim Vosgerau Abstract—By adding random noise to individual... View Details
Keywords: Dina Gerdeman
  • 01 Dec 1997
  • News

Merton's Economics Research Wins Nobel Prize

ever to win the honor, which he shares with Myron S. Scholes of Stanford University. Merton, the School's George Fisher Baker Professor of Business Administration, joins more than thirty Harvard University faculty members who have won a Nobel Prize. The news View Details
  • 16 Sep 2008
  • First Look

First Look: September 16, 2008

behavior. We examine the role of experience over time in the emergence of the Gambler's Fallacy in binary prediction tasks. Theories of the Gambler's Fallacy and models of binary prediction suggest that recency bias, elicited by... View Details
  • 12 Feb 2013
  • First Look

First Look: Feb. 12

  PublicationsOne-Switch Conditions for Multiattribute Utility Functions Authors:Abbas, Ali E., and David E. Bell Publication:Operations Research Abstract We introduce a variety of new independence conditions for multiattribute utility functions that permit View Details
Keywords: Sean Silverthorne
  • 08 Dec 2003
  • Research & Ideas

Is That Really Your Best Offer?

discloses his "must have" issues, he may be gouged. Deception at the bargaining table can be hostile, too, as when someone pretends to have no authority to settle or makes promises he doesn't intend to keep. That's why many of us View Details
Keywords: by Michael Wheeler
  • 08 Apr 2014
  • First Look

First Look: April 8

  Publications August 2013 Journal of Consumer Research Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride By: Bellezza, Silvia, and Anat Keinan Abstract—This research examines how core consumers of selective... View Details
Keywords: Sean Silverthorne
  • 06 Nov 2012
  • First Look

First Look: November 6

mark-plans backfire, consumer preferences shift, or tried-and-true practices fail to work in a new context. So is innovation just a low-odds crapshoot? In The Architecture of Innovation, Harvard Business School professor Josh Lerner-one... View Details
Keywords: Sean Silverthorne
  • 14 Feb 2012
  • First Look

First Look: February 14

reported feeling, to such an extent that receivers viewed regifting as similar in offensiveness to throwing gifts away (whereas givers clearly preferred the former). This asymmetry in emotional reactions to regifting was driven by an... View Details
Keywords: Carmen Nobel
  • 17 Jun 2014
  • First Look

First Look: June 17

demonstrates that underestimating the pleasure of rediscovery leads to time-inconsistent choices: individuals forgo opportunities to document the present but then prefer to rediscover those moments in the future. Underestimating the value... View Details
Keywords: Sean Silverthorne
  • 26 May 2015
  • First Look

First Look: May 26

Gilchrist, Duncan S., Michael Luca, and Deepak Malhotra Abstract— Do higher wages elicit reciprocity and lead to increased productivity? In a field experiment with 266 employees, we find that paying higher wages, per se, does not have a... View Details
Keywords: Sean Silverthorne
  • 25 Jan 2011
  • First Look

First Look: Jan. 25

grow and become successful, they are often marked by the negative stigma associated with size and power, which elicits anticorporate sentiment from consumers. An underdog brand biography can be strategically wielded to prevent or offset... View Details
Keywords: Sean Silverthorne