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Publications

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  • All HBS Web  (1,756)
    • People  (4)
    • News  (348)
    • Research  (1,125)
    • Events  (11)
    • Multimedia  (4)
  • Faculty Publications  (464)

Show Results For

  • All HBS Web  (1,756)
    • People  (4)
    • News  (348)
    • Research  (1,125)
    • Events  (11)
    • Multimedia  (4)
  • Faculty Publications  (464)
← Page 6 of 1,756 Results →
  • 2015
  • Article

Percentage Cost Discounts Always Beat Percentage Benefit Bonuses: Helping Consumers Evaluate Nominally Equivalent Percentage Changes

By: Bhavya Mohan, Pierre Chandon and Jason Riis
Marketing offers that are framed as a "percentage change" in consumer cost vs. benefit can have highly non-linear impacts in terms of actual value for consumers. Even though two offers might appear identical, we show that consumers are better off choosing the offer... View Details
Citation
SSRN
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Mohan, Bhavya, Pierre Chandon, and Jason Riis. "Percentage Cost Discounts Always Beat Percentage Benefit Bonuses: Helping Consumers Evaluate Nominally Equivalent Percentage Changes." Journal of Marketing Behavior 1, no. 1 (2015): 75–107.
  • Working Paper

AI in Disguise—How AI-generated Ads' Visual Cues Shape Consumer Perception and Performance

By: Yannick Exner, Jochen Hartmann, Oded Netzer and Shunyuan Zhang
Generative AI’s recent advancements in creating content have offered vast potential to transform the advertising industry. This research investigates the impact of generative AI-enabled visual ad creation on real-world advertising effectiveness. For this purpose, we... View Details
Keywords: Digital Marketing; AI and Machine Learning; Advertising; Consumer Behavior; Advertising Industry
Citation
SSRN
Related
Exner, Yannick, Jochen Hartmann, Oded Netzer, and Shunyuan Zhang. "AI in Disguise—How AI-generated Ads' Visual Cues Shape Consumer Perception and Performance." SSRN Working Paper Series, No. 5096969.
  • 07 Mar 2000
  • Research & Ideas

Putting Health Care Consumers in the Driver’s Seat

one of four topics: different models of consumer-driven health care; the role of consumer-driven health care in supporting innovative solutions... View Details
Keywords: by Staff; Health
  • 01 Mar 2017
  • News

Students Forecast Climate Change’s Impact

should lead the charge on developing a non-beef burger.” —E. Jordan Taylor (MBA 2018) H&M Data point: “Last December, Forbes reported that the ‘apparel industry accounts for 10% of global carbon emissions... View Details
Keywords: Dan Morrell

    Inviting Consumers to Downsize Fast-Food Portions Significantly Reduces Calorie Consumption

    Policies that mandate calorie labeling in fast-food and chain restaurants have had little or no observable impact on calorie consumption to date. In three field experiments, an alternative approach was tested: activating consumers’ self-control by having servers... View Details
    • May 24, 2016
    • Article

    Build a Culture of Health

    By: John A. Quelch
    Every company, large and small, has an impact on health. It does so in four ways: first, through the healthfulness and safety of the products and services it sells; second, through its attention to employee health and well-being in its work practices and benefits;... View Details
    Keywords: Public Health; Four Pillars; Public Health Footprint; Culture Of Health Plan Of Action; Change; Education; Health; Human Resources; Knowledge; Labor; Leadership; Management; Operations; Outcome or Result; Personal Development and Career; Programs; Risk and Uncertainty; Strategy; Value; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; Europe
    Citation
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    Related
    Quelch, John A. "Build a Culture of Health." Huffington Post: What's Working: Purpose + Profit (May 24, 2016).
    • Web

    Climate Impact - Business & Environment

    CEO, thredUP “Buying and wearing secondhand clothing instead of new reduces carbon emissions by an average of 25%, making resale a powerful solution to the fashion industry’s wastefulness. As View Details
    • 2017
    • Working Paper

    Salience through Information Technology: The Effect of Balance Availability on the Smoothing of SNAP Benefits

    By: Andrew Hillis
    Recipients of the Supplemental Nutrition Assistance Program (SNAP) run out of most benefits before halfway through a benefit deposit cycle. I study the introduction of a mobile software application, Fresh EBT, that enables beneficiaries to check their available balance... View Details
    Keywords: Mobile Technology; Welfare or Wellbeing; Technology Adoption; Behavior
    Citation
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    Related
    Hillis, Andrew. "Salience through Information Technology: The Effect of Balance Availability on the Smoothing of SNAP Benefits." Harvard Business School Working Paper, No. 18-038, October 2017.
    • Fast Answer

    Field Course: Investing for Impact

    details. SimplyAnalytics - enables creation of maps and tables for the United States that incorporate data such as population, age, race, income, employment, and education. See also, resources for Black Business Leaders and... View Details
    • 25 Jan 2017
    • HBS Case

    How Should Advertisers Respond to Consumer Demand for Whiter Skin?

    explains, the prejudice seems to have a deeper impact on women, whose worth is more often judged by society on their appearance. (This is obvious from matrimonial ads that seek... View Details
    Keywords: by Dina Gerdeman; Beauty & Cosmetics
    • 2019
    • Working Paper

    U.S. Antitrust Law and Policy in Historical Perspective

    By: Laura Phillips Sawyer
    The key pieces of antitrust legislation in the United States—the Sherman Antitrust Act of 1890 and the Clayton Act of 1914—contain broad language that has afforded the courts wide latitude in interpreting and enforcing the law. This article chronicles the judiciary’s... View Details
    Keywords: Antitrust; Trusts; Restraint Of Trade; Merger; Cartel; New Deal; Harvard School; Chicago School Of Law And Economics; Post-Chicago; Law; Competition; Policy; Vertical Integration; Horizontal Integration; Acquisition
    Citation
    Read Now
    Related
    Phillips Sawyer, Laura. "U.S. Antitrust Law and Policy in Historical Perspective." Harvard Business School Working Paper, No. 19-110, May 2019. (Revised September 2019.)
    • 2025
    • Working Paper

    In Privacy We Trust: The Effect of Privacy Regulations on Data Sharing Behavior

    By: Ozge Demirci, Ayelet Israeli and Eva Ascarza
    This paper studies the impact of privacy policies on consumer data-sharing behavior, focusing on policy changes in California and Virginia that took effect in 2023. Using data from a leading customer engagement app in the United States, where users upload shopping... View Details
    Keywords: Privacy; Privacy Regulation; Data Sharing; Digital Platforms; Policy; Surveys; Behavior; Public Opinion; California; Virginia
    Citation
    SSRN
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    Demirci, Ozge, Ayelet Israeli, and Eva Ascarza. "In Privacy We Trust: The Effect of Privacy Regulations on Data Sharing Behavior." Harvard Business School Working Paper, No. 26-001, July 2025.
    • 07 Dec 2015
    • News

    Nurturing a Healthy Food System for Producers and Consumers

    Andrew Kendall (MBA 1988) is on a mission to change the way New England eats. As executive director of the Henry P. Kendall Foundation, his family’s philanthropic organization, he is dedicated to creating a... View Details
    • Web

    Global Impact of the Collapse | Baker Library | Bloomberg Center | Harvard Business School

    Introduction 1840s – 1880s General Merchants to Commodities Brokers 1880s – 1920s Investment Banking & Securities Underwriting 1920s – 1960s Investing in Emerging Industries 1850–1968 Lehman Brothers Family Partners 1960s – 2000s Leadership Transitions 2008 Bankruptcy... View Details
    • Web

    Impact Stories - Business & Environment

    Driving the Wheel of Change "There has been a surge of consumer awareness and education regarding the food we put into our bodies. We are at the cusp View Details
    • May 1998
    • Background Note

    Note on the Retailing Industry

    By: David E. Bell and Ann Leamon
    Presents a survey discussion of retailing and current issues. Examines the impact of changing consumer attitudes on the industry and outlines the industry's response: consolidation, adoption of technology, use of brands and private labels, and changing relationships... View Details
    Keywords: Transformation; Debates; Customers; Surveys; Partners and Partnerships; Attitudes; Adoption; Consolidation; Retail Industry
    Citation
    Educators
    Purchase
    Related
    Bell, David E., and Ann Leamon. "Note on the Retailing Industry." Harvard Business School Background Note 598-148, May 1998.
    • 07 Apr 2022
    • Research & Ideas

    Giving Back: Consumers Care More About How Companies Donate Than How Much

    Companies donate billions of dollars every year, hoping their generosity will not only help important causes, but also attract socially conscious consumers to their brands. What companies might not realize... View Details
    Keywords: by Pamela Reynolds
    • Article

    Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness

    By: Tami Kim, Kate Barasz and Leslie K. John
    Given the increasingly specific ways marketers can target ads, many consumers and regulators are demanding ad transparency: disclosure of how consumers’ personal information was used to generate ads. We investigate how and why ad transparency impacts ad effectiveness.... View Details
    Keywords: Digital Marketing; Customization and Personalization; Information; Trust; Performance Effectiveness
    Citation
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    Kim, Tami, Kate Barasz, and Leslie K. John. "Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness." Journal of Consumer Research 45, no. 5 (February 2019): 906–932.
    • 2011
    • Working Paper

    The Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments

    By: Qiang Liu, Thomas J. Steenburgh and Sachin Gupta
    Different instruments are relevant for different marketing objectives (category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essential that marketing mix models appropriately measure the different... View Details
    Keywords: Decision Choices and Conditions; Forecasting and Prediction; Investment; Brands and Branding; Marketing Strategy; Demand and Consumers; Mathematical Methods
    Citation
    Read Now
    Related
    Liu, Qiang, Thomas J. Steenburgh, and Sachin Gupta. "The Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments." Harvard Business School Working Paper, No. 12-012, September 2011.
    • Web

    Impact of the New Medium - Edwin H. Land & Polaroid | Harvard Business School

    the photograph, it is hoped that many of the satisfactions of working in the early arts can be brought to a new group of photographers.” Edwin Land, "One-Step Photography," May... View Details
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