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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 1995 (Revised October 1996)
  • Case

Disney Consumer Products in Lebanon

By: John A. Quelch
The managing director of Disney Consumer Products for Europe and the Middle East is reviewing recent market research in Lebanon regarding the sales potential of Disney licensed products and assessing the pros and cons of several distribution options. View Details
Keywords: Distribution; Multinational Firms and Management; Market Entry and Exit; Brands and Branding; Consumer Products Industry; Lebanon
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  • 2011
  • Article

The Consumer Psychology of Mail-in Rebates

By: John T. Gourville and Dilip Soman
Consumers who buy a product intending to use an accompanying mail-in rebate often do not redeem the rebate. To explain this behavior, we argue that consumers use an anchoring and adjustment approach to predicting the likelihood of redeeming a rebate. In keeping with... View Details
Keywords: Product Marketing; Consumer Behavior; Sales; Motivation and Incentives
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  • Article

The Consumer Financial Protection Bureau: Financial Regulation for the Twenty-First Century

By: Leonard J. Kennedy, Patricia A. McCoy and Ethan S. Bernstein
After existing regulatory systems failed to prevent the recent financial crisis, Congress passed the Dodd-Frank Wall Street Reform and Consumer Protection Act, a sweeping reform designed to alleviate the crisis and prevent its recurrence. Out of this Act, the Consumer... View Details
Keywords: Consumer Financial Protection Bureau; Dodd-Frank; CFPB; Financial Crisis; Reform; New Agency; Market-based Approach; Evidence-based Analysis; Innovative Technologies And Transparency Policies; BEST Practices; Government and Politics; Government Administration; Finance; Financial History; Law; Markets; Organizations; Organizational Design; Business and Government Relations; Balance and Stability; Strategy; Financial Services Industry; Banking Industry; United States
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  • 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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  • Research Summary

Consumer Decision Making and Behavioral Research

By: John T. Gourville

John Gourville’s research focuses on consumer behavior, especially in the areas of pricing and consumer decision making. In the area of pricing, for instance, he has looked at the role of time on how consumers interpret and react to product costs and prices.... View Details

  • March 1999 (Revised December 2001)
  • Background Note

Analyzing Consumer Preferences

By: Robert J. Dolan
Presents a non-traditional description of the conjoint analysis methodology. Discusses the process by which a study is done and cites areas of application. View Details
Keywords: Marketing; Mathematical Methods; Product Marketing
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  • 11 Oct 2006
  • News

Consumers and Competition

  • February 9, 2024
  • Article

The Rise of Consumer Crypto

By: Steve Kaczynski and Scott Duke Kominers
Although non-fungible tokens are often misunderstood and even derided, they remain a general and flexible solution for establishing and tracking ownership in the digital domain. As a superior solution to existing technology in many areas of the consumer economy, their... View Details
Keywords: Cryptocurrency; Crypto Economy; NFTs; Non-fungible Tokens; Internet Of Everything; Market Design; Technological Innovation; Demand and Consumers; Web Services Industry
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  • March 2006
  • Course Overview Note

Consumer Marketing: Rethinking the Core

By: Youngme E. Moon
Outlines the structure and content of an advanced MBA course entitled Consumer Marketing: Rethinking the Core. The course, which is part of the second-year curriculum at the Harvard Business School, focuses on a reexamination of several fundamental marketing paradigms... View Details
Keywords: Marketing; Consumer Behavior
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  • August 2008 (Revised July 2011)
  • Case

Consumer Payment Systems — United States

By: Benjamin Edelman and Andrei Hagiu
In 2008, the U.S. consumer payments landscape was characterized by the ongoing prevalence of credit and debit card networks, the decline of checks, the rise of stored value cards, and the growth of new payment methods such as PayPal, Bill Me Later, and decoupled debit.... View Details
Keywords: Borrowing and Debt; Financial Management; Personal Finance; Digital Platforms; Motivation and Incentives; Competitive Strategy; Internet and the Web; United States
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  • February 2012 (Revised June 2012)
  • Background Note

The Market for Consumer Finance

By: Joseph L. Bower and Michael Norris
This note describes the market for consumer finance products in the United States. The note focuses on the changes in supply and demand that have occurred since the mid-20th century, and highlights recent approaches to finance for low-credit rated borrowers. View Details
Keywords: Financial Markets
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  • November 2017
  • Teaching Note

Predicting Consumer Tastes with Big Data at Gap

By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details
Keywords: Brands; Brand ＆ Product Management; Big Data; ＂Marketing Analytics＂; Consumer Behavior; Predictive Analytics; Forecasting; Preferences; Operation Management; Distribution Channels; Marketing; Marketing Channels; Marketing Strategy; Brands and Branding; Forecasting and Prediction; Data and Data Sets; Retail Industry; Fashion Industry; Apparel and Accessories Industry; United States; North America
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  • April 2024
  • Case

Managing AI Risks in Consumer Banking

By: Suraj Srinivasan, Satish Tadikonda, Paul Dongha, Manoj Saxena and Radhika Kak
In early 2024, Ruth Jones, head of digital banking at Signa Bank, a (fictitious) European consumer bank, was thinking about how to best incorporate GenAI capabilities to improve efficiencies and create new ways to improve the customer experience. Where were the biggest... View Details
Keywords: Customer Relationship Management; AI and Machine Learning; Risk Management; Opportunities; Customization and Personalization; Banking Industry; Europe
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  • Research Summary

Relative Thinking and Consumer Choice

By: Joshua R. Schwartzstein

Fixed differences appear smaller when compared to large differences. Professor Schwartzstein has proposed a model of relative thinking, in which a person weighs a given change by less when he compares it to a larger range. Relative thinking implies that a person is... View Details

  • April 1999 (Revised September 1999)
  • Case

Compaq Computer: Consumer Notebook Group

By: David E. Bell and Ann Leamon
Presents the background for a video of a focus group on Compaq Computer's new consumer notebook. Engineers, manufacturers, and retailers had collaborated on the product design, which has been approved by the executive committee. A launch is scheduled for nine months... View Details
Keywords: Human Resources; Product Launch; Product Design; Outcome or Result; Social and Collaborative Networks; Corporate Strategy; Computer Industry
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  • August 1995 (Revised January 1997)
  • Exercise

Consumer Behavior Exercise (E)

By: John A. Deighton and Susan M. Fournier
Students are instructed to interview a recent purchaser of a high-involvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g.,... View Details
Keywords: Consumer Behavior
Related
  • January 2020 (Revised May 2020)
  • Case

Direct to Consumer Brands

By: Sunil Gupta
Recent years have seen the dramatic rise of direct-to-consumer (DTC) brands by several startups. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to... View Details
Keywords: Direct-to-consumer; Digital Marketing; Industry Evolution; Business Startups; Internet and the Web; Brands and Branding; Marketing; Change
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