Consumer Demand - Publications - Faculty & Research

10 Nov 2008
What Do You Think?

How Much Can You Ask of Your Customers?

play on the standard pre-Internet belief, based on the results of only one research study that became a mantra, that satisfied customers tell five others but dissatisfied customers tell ten. Blackshaw's experience with consumer-generated media suggests that View Details

Keywords: by Jim Heskett

16 Aug 2010
Lessons from the Classroom

HBS Introduces Marketing Analysis Tools for Managers

it is often one of the hardest. Pricing decisions require managers to understand how sensitive consumer demand is to changes in price. This requires constructing and interpreting a View Details

Keywords: by Sarah Jane Gilbert

10 Oct 2013
Working Paper Summaries

Managing Churn to Maximize Profits

Keywords: by Aurélie Lemmens & Sunil Gupta; Retail

17 Jan 2012
Working Paper Summaries

Expectations, Network Effects and Platform Pricing

Keywords: by Andrei Hagiu & Hanna Hałaburda; Entertainment & Recreation

05 Jul 2006
Working Paper Summaries

Information Dispersion and Auction Prices

Keywords: by Pai-Ling Yin; Technology; Web Services

September–October 2017
Article

The Surprising Power of Online Experiments: Getting the Most Out of A/B and Other Controlled Tests

By: Ron Kohavi and Stefan Thomke

In the fast-moving digital world, even experts have a hard time assessing new ideas. Case in point: At Bing, a small headline change an employee proposed was deemed a low priority and shelved for months until one engineer decided to do a quick online controlled... View Details

Keywords: Experiments; A/B Testing; Research; Consumer Behavior

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July 2017
Article

The Impact of 'Display-Set' Options on Decision-Making

By: Uma R. Karmarkar

The way a choice set is constructed can have a significant influence on how individuals perceive and evaluate their options and make decisions between them. Here, I examine whether a “display set” of visible but unavailable options can exert these same types of... View Details

Keywords: Decision Making Process; Heuristics; Similarity; Categorization; Marketing Insight; Marketing; Choice; Choice Architecture; Choice Sets; Display; Retail; Consumer Behavior; Decision Choices and Conditions; Decisions; Decision Making; Consumer Products Industry; Consumer Products Industry

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03 Jun 2010
Working Paper Summaries

Platforms and Limits to Network Effects

Keywords: by Hanna Halaburda & Mikolaj Jan Piskorski

January 2000
Case

The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case

By: Jill Avery and Gerald Zaltman

An in-depth study of consumers' thoughts and feelings about a branded candy bar. View Details

Keywords: Brand Management; Brand Equity; Brand Communication; Brand ＆ Product Management; Brand Building; Brand Positioning; Brand Storytelling; Brand Strategy; Brand Value; Branding; Marketing; Advertising; Customer Satisfaction; Brands and Branding; Consumer Behavior; Consumer Products Industry; Consumer Products Industry

Citation

Educators

Purchase

2000
Chapter

Consumerism and Consumption

By: N. F. Koehn

Keywords: Demand and Consumers

Citation

19 Oct 2011
News

A Good Look

executive roles at Kemin since joining the company in early 2006. Most recently, as corporate vice president, she managed marketing, sales, IT, operations, and HR. She honed in on personal care in 2010, as consumer View Details

Keywords: Health and Personal Care Stores; Retail Trade

December 1998 (Revised April 1999)
Case

Mind of the Market: The Emotional Brain, Primer Eight

By: Gerald Zaltman and Kathryn A. Braun

Keywords: Markets; Research; Consumer Behavior

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December 1998 (Revised April 1999)
Case

Mind of the Market: Is the Human Brain a Computer? Primer Seven

By: Gerald Zaltman and Kathryn A. Braun

Keywords: Markets; Research; Consumer Behavior

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December 1998 (Revised April 1999)
Case

Mind of the Market: Anatomical View of the Human Brain, Primer Three

By: Gerald Zaltman and Kathryn A. Braun

Keywords: Markets; Research; Consumer Behavior

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December 1998 (Revised April 1999)
Case

Mind of the Market: Introduction to Neuroscience, Primer One

By: Gerald Zaltman and Kathryn A. Braun

Keywords: Markets; Research; Consumer Behavior

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March 1997
Background Note

Note on Customer Behavior

By: Gerald Zaltman

A review of selected key concepts that are useful for understanding customers. The importance of understanding customers is also discussed, along with a short description of new frontiers in the study of customer behavior. View Details

Keywords: Knowledge; Marketing; Consumer Behavior

Citation

Educators

06 Apr 2011
Working Paper Summaries

Do Not Trash the Incentive! Monetary Incentives and Waste Sorting

Keywords: by Alessandro Bucciol, Natalia Montinari & Marco Piovesan

10 Jun 2013
Research & Ideas

How Numbers Talk to People

Thomas H. Davenport and Jinho Kim offer an introduction to the best methods for consuming data. In this excerpt, Davenport and Kim discuss multiple ways to tell a story with data, "the best way to communicate results to nonanalytical... View Details

13 Jan 2014
Research & Ideas

How Government Can Restore the Faith of Citizens

Henry David Thoreau once said, "That government is best that governs least." Easy for him to say. Stuck out by himself at Walden Pond, he never had to deal with potholes on his morning commute or broken streetlights at night. It can be fashionable to rail... View Details

Keywords: by Michael Blanding