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  • All HBS Web  (4,199)
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  • All HBS Web  (4,199)
    • People  (8)
    • News  (611)
    • Research  (3,138)
    • Events  (19)
    • Multimedia  (14)
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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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Zaltman, Gerald, Nancy Puccinelli, Kathryn A. Braun, and Fred W Mast PHD. "Implicit Predictors of Consumer Behavior." Harvard Business School Background Note 502-043, October 2001. (Revised March 2002.)
  • January 2020 (Revised April 2020)
  • Teaching Note

Brandless: Disrupting Consumer Packaged Goods

By: Jill Avery
Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods (CPG), offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3.00 price point that promised... View Details
Keywords: Brand; Brand Management; DTC; Private Label; Groceries; Packaged Food; Personal Care; Startups; Retailing; Amazon; Brands and Branding; Marketing; Marketing Strategy; Business Startups; Disruption; E-commerce; Consumer Products Industry; Consumer Products Industry; United States
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Avery, Jill. "Brandless: Disrupting Consumer Packaged Goods." Harvard Business School Teaching Note 520-058, January 2020. (Revised April 2020.)
  • 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... View Details
Keywords: by Douglas B. Holt, John A. Quelch & Earl L. Taylor
  • 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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Bertini, Marco, and Aylin Aydinli. "Consumer Reactance to Promotional Favors." Journal of Retailing 96, no. 4 (December 2020): 578–589.
  • August 2012
  • Teaching Note

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira
The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in... View Details
Keywords: Viral Marketing; Viral Ads; Virality; Mekanism; Advertising Agency; Social Media; Influencer; Storytelling; Advertising Content; Advertising; Advertising Industry; North and Central America
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Teixeira, Thales S. "Mekanism: Engineering Viral Marketing." Harvard Business School Teaching Note 513-043, August 2012.
  • October 1988 (Revised May 1989)
  • Case

General Electric: Consumer Electronics Group

By: David J. Collis and Nancy Donohue
Highlights the General Electric takeover of RCA and the consolidation of the two companies' consumer electronic groups. Starting first with a history of the television industry in the United States, Europe, and Japan, and then a brief discussion of the main competitors... View Details
Keywords: Competition; Markets; Business Strategy; Consumer Products Industry; Consumer Products Industry
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Collis, David J., and Nancy Donohue. "General Electric: Consumer Electronics Group." Harvard Business School Case 389-048, October 1988. (Revised May 1989.)
  • February 2019
  • Article

The Market for Financial Adviser Misconduct

By: Mark Egan, Gregor Matvos and Amit Seru
We construct a novel database containing the universe of financial advisers in the United States from 2005 to 2015, representing approximately 10% of employment of the finance and insurance sector. We provide the first large-scale study that documents the economy-wide... View Details
Keywords: Financial Advisors; Brokers; Consumer Finance; Financial Misconduct And Fraud; FINRA; Financial Institutions; Crime and Corruption; Organizational Culture; Personal Finance; Financial Services Industry
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Egan, Mark, Gregor Matvos, and Amit Seru. "The Market for Financial Adviser Misconduct." Journal of Political Economy 127, no. 1 (February 2019): 233–295.
  • April 2012 (Revised April 2013)
  • Case

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira and Alison Caverly
Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details
Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America
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Teixeira, Thales S., and Alison Caverly. "Mekanism: Engineering Viral Marketing." Harvard Business School Case 512-010, April 2012. (Revised April 2013.)
  • March 1997
  • Background Note

Asymmetric Information: Market Failures, Market Distortions, and Market Solutions

Presents a conceptual framework for thinking about markets characterized by asymmetric information. Presents the standard economic analysis of "the lemons problem," and demonstrates how asymmetric information may lead to market inefficiencies and alter the distribution... View Details
Keywords: Competitive Strategy
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Corts, Kenneth S. "Asymmetric Information: Market Failures, Market Distortions, and Market Solutions." Harvard Business School Background Note 797-100, March 1997.
  • Article

Marketing in the Age of Web 2.0

By: Jill Avery
Web 2.0 technologies empower consumers to create their own personalized experiences on the web, and to share them with others. Hence, web content is democratized and consumers' experiences online are largely social rather than individualistic. View Details
Keywords: Digital Marketing; Internet; Brands and Branding; Marketing; Marketing Communications; Internet and the Web; Social Media; Consumer Products Industry; Consumer Products Industry
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Avery, Jill. "Marketing in the Age of Web 2.0." Simmons Magazine, SOM Edition 90, no. 3 (Fall 2008): 21.
  • 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 2020
  • Technical Note

Influencer Marketing

By: Jill Avery and Ayelet Israeli
Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details
Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry
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Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.

    Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics

    This article examines how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online reviews are more influential for less popular games and... View Details
    • March 8, 2008
    • Comment

    Marketing Your Way Through a Recession

    By: John A. Quelch
    The signs of an imminent recession are all around us. The spillover from the subprime mortgage crisis is weakening both consumer confidence and the consumer spending—much of it on credit—that has been buoying the U.S. economy. View Details
    Keywords: Marketing; Recession; Products And Sales; Core Values; Fluctuation; Volatility; Economic Growth; Economic Slowdown and Stagnation; Growth and Development; Marketing Strategy; Product Marketing; Risk and Uncertainty; Salesforce Management; Asia; Europe; Latin America; North and Central America
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    Quelch, John A. "Marketing Your Way Through a Recession." Harvard Business School Working Knowledge (March 8, 2008).
    • 06 Feb 2009
    • News

    Keeping a keen eye on consumer behaviour

    • winter 2009
    • Journal Article

    Interactivity's Unanticipated Consequences for Markets and Marketing

    By: John A. Deighton and Leora Kornfeld
    The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more... View Details
    Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Online Technology
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    Deighton, John A., and Leora Kornfeld. "Interactivity's Unanticipated Consequences for Markets and Marketing." Journal of Interactive Marketing 23, no. 1 (winter 2009): 2–12. (First Runner-up and Winner of an Honorable Mention for the Best Paper published in the Journal of Interactive Marketing in 2009.)
    • 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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    Gourville, John T., and Dilip Soman. "The Consumer Psychology of Mail-in Rebates." Journal of Product & Brand Management 20, no. 2 (2011).
    • 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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    Dolan, Robert J. "Analyzing Consumer Preferences." Harvard Business School Background Note 599-112, March 1999. (Revised December 2001.)
    • 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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    Kaczynski, Steve, and Scott Duke Kominers. "The Rise of Consumer Crypto." Project Syndicate (February 9, 2024).
    • September 2021
    • Article

    Network Interconnectivity and Entry into Platform Markets

    By: Feng Zhu, Xinxin Li, Ehsan Valavi and Marco Iansiti
    Digital technologies have led to the emergence of many platforms in our economy today. In certain platform networks, buyers in one market purchase services from providers in many other markets, whereas in others, buyers primarily purchase services from providers within... View Details
    Keywords: Network Interconnectivity; Platform Competition; Market Entry; Networks; Digital Platforms; Competition; Market Entry and Exit
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    Zhu, Feng, Xinxin Li, Ehsan Valavi, and Marco Iansiti. "Network Interconnectivity and Entry into Platform Markets." Information Systems Research 32, no. 3 (September 2021): 1009–1024.
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