Consumer Perception - Publications - Faculty & Research

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The Challenge of Color - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

of print publications. Adopting color offered another way to make a bold photographic statement in a print publication.” 10 As photograph historian Sally Stein writes, however, “So long as the linkage between colors and commodities remained weak, the View Details

20 Nov 2019
Research & Ideas

It's No Joke: AI Beats Humans at Making You Laugh

computer-based recommendation technology to help consumers make decisions. Yeomans' findings shed light on the hurdles that AI technology will need to overcome to win over wary consumers. The team enlisted 75 pairs of people, including... View Details

Keywords: by Dina Gerdeman

12 Jan 2016
First Look

January 12, 2016

business units—professional tax software, sold to accountants, and the consumer focused TurboTax product. The new product—TurboTax Personal Pro—connects consumers with professional accountants online,... View Details

Keywords: Carmen Nobel

Web

Research - Behavioral Finance & Financial Stability

Amir Kermani & Kaveh Majlesi JULY 2020 What is the causal impact of changes in stock market wealth on households’ consumption? Using Swedish data on households’ stock holdings, the authors find that unrealized capital gains lead to a marginal propensity to View Details

02 Dec 2010
What Do You Think?

Making Right Choices: Art or Science?

explores choices we make as consumers of products and services, many of which she has observed in her numerous experiments. Her definition of choice is "the ability to exercise control over ourselves and our environment. In order to... View Details

Keywords: by Jim Heskett

28 Feb 2012
First Look

First Look: Feb. 28

political and economic elite help explain the low achievement levels of these four countries and the incredible amount of heterogeneity within each of them. Download the paper: http://www.nber.org/papers/w17852 Expertise Dissensus: A Multi-level Model of Teams'... View Details

Keywords: Sean Silverthorne

18 Jul 2022
Research & Ideas

After the 'Crypto Crash,' What's Next for Digital Currencies?

has reinforced the perception of critics that markets for the digital currency—used primarily as an investment vehicle as it is not widely accepted as payment for goods and services—are little more than global casinos operating with... View Details

Keywords: by Christina Pazzanese, Harvard Gazette; Financial Services; Technology

20 Feb 2019
Research & Ideas

Rocket-tunity: Can Private Firms Turn a Profit in Space?

reality is that we don’t really know if commercial space flight will ultimately be a money maker, how many competitors will fit in the market, or what demand will be for consumers taking off on space vacations after the initial enthusiasm... View Details

Keywords: by Scott Wallask; Aerospace; Tourism; Transportation

30 Aug 2011
First Look

First Look: August 30

PublicationsEmotion-induced Engagement in Internet Video Ads Authors:Thales S. Teixeira, Michel Wedel, and Rik Pieters Publication:Journal of Marketing Research (forthcoming) Abstract This study shows how advertisers can leverage emotion and attention to engage View Details

Keywords: Sean Silverthorne

04 Apr 2023
Blog Post

Maersk’s Journey to Decarbonize Shipping

more than fivefold over 2021 and 2022. Graph showing forty-foot equivalent (FEU) container prices on various routes increasing in 2021 and falling in late 2022. Source: Freightos Maersk’s decarbonization strategy While many consumers and... View Details

01 Dec 2015
Blog Post

What is the HBS FIELD Program?

is structured around “Design Thinking” and teachings based off IDEO - deep customer observations, brainstorming, prototyping and testing. You are given multiple opportunities to put the consumer first through in-depth interviews and data... View Details

26 Nov 2001
Op-Ed

Why Corporate Budgeting Needs To Be Fixed

Corporate budgeting is a joke, and everyone knows it. It consumes a huge amount of executives' time, forcing them into endless rounds of dull meetings and tense negotiations. It encourages managers to lie and cheat, lowballing targets and... View Details

Keywords: by Michael C. Jensen

01 Mar 2014
News

Generation Next

to bring it back to India," says classmate Farah Nathani-Menzies, who now works as a consultant for Godrej Consumer Products. "There was no doubt that she was going back to India, and that she was going back to Godrej." Her first board... View Details

Keywords: Mark Bergen; Godrej Group; Management

10 Aug 2015
Research & Ideas

Why a Federal Rule on CEO Pay Disclosure May Get You In Trouble With Customers

the detriment of product quality. Indeed, previous research has shown that consumers viewed nonprofits as warm but incompetent, whereas for-profits were viewed as cold but competent. The results showed that participants' View Details

Keywords: by Carmen Nobel; Retail

11 Dec 2006
Research & Ideas

Fixing Price Tag Confusion

The price tag is evolving. It wasn't long ago that potential buyers had only to contemplate a single figure on a price tag—Mattress $799. But increasingly consumers are being presented with "partitioned" prices. Look at your monthly cable... View Details

Keywords: by Sean Silverthorne; Retail

16 Jun 2003
Research & Ideas

Peeling Back the Global Brand

perception for different consumer groups. These elements must be agreed upon, however tacitly, between company and consumer. "There are ways to make the dovetails join," concluded Schroiff.... View Details

Keywords: by Martha Lagace; Consumer Products; Consumer Products

04 Dec 2000
What Do You Think?

Have We Overdone Deregulation and Privatization?

Summing Up Let's hear it for deregulation, at least its long-term effects. It's well worth the short-term disruptions and consumer confusion. That's the near-unanimous judgement of those of you responding to my recent piece on the... View Details

Keywords: by James Heskett

13 Jan 2014
Research & Ideas

How Government Can Restore the Faith of Citizens

government are at their lowest ever," says Buell. "There is a danger that that disgust can lead to disengagement. Showing the ways in which government materially affects people's lives through its actions has the potential to improve View Details

Keywords: by Michael Blanding

2025
Working Paper

A Preference for Revision Absent Improvement

By: Ximena Garcia-Rada, Leslie K. John, Ed O’Brien and Michael I. Norton

People regularly encounter revised stimuli (e.g., revised versions of products, new editions of books, tweaked recipes, and technological updates). In principle, a world of constant revision should benefit people by affording them the most up-to-date offerings. In... View Details

Keywords: Product Change; Versioning; Expectancy Effects; Heuristics; Intuitive Processing; Product Marketing; Change; Perception; Consumer Behavior

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SSRN

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04 Sep 2019
Research & Ideas

'I Know Why You Voted for Trump' and Other Motivation Misperceptions

studies consumer decision-making, with a particular interest in how we make sense of other people’s choices. Just five days after the election, Barasz conducted an online survey that asked Trump voters what spurred them to vote for the... View Details