Consumer Perception - Publications - Faculty & Research

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

Citation

SSRN

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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

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

Keywords: by Dina Gerdeman

23 Apr 2001
Research & Ideas

Market Research Meets the “People Factor”

problems," Zaltman and Deshpandé explain elsewhere in the study. "These are not considerations that managers weigh lightly." What's Next? As a result of their study of the sometimes-conflicting perceptions of managers and... View Details

Keywords: by Martha Lagace

1996
Chapter

Commercial Technology: Imaginative Understanding of User Needs

By: D. A. Leonard and J. Doyle

Keywords: Information Technology; Service Delivery; Consumer Behavior; Perception; Business Ventures

Citation

24 Feb 2014
Research & Ideas

Busting Six Myths About Customer Loyalty Programs

other than price. On the other hand, the most loyal consumers have a price perception that is significantly affected by the nature and value of the targeted offers they receive in exchange for their... View Details

Keywords: by Marcel Corstjens & Rajiv Lal; Consumer Products; Consumer Products

03 Aug 2016
Research & Ideas

Ominous Background Music Is Bad for Sharks

associated with shark footage. In a series of experiments, researchers found that music indeed has the power to influence public perceptions of sharks. Participants who viewed footage of swimming sharks set to ominous background music... View Details

Keywords: by Carmen Nobel; Media & Broadcasting

17 Apr 2007
First Look

First Look: April 17, 2007

transforming locally engaged citizens into viewers consuming programming from distant sources. In response to such concerns, many regulatory agencies, including the Federal Communication Commission in the United States, curtail the... View Details

Keywords: Martha Lagace

08 Jan 2007
What Do You Think?

Neuro Economics: Science or Science Fiction?

risk and return are assessed in different parts of the brain, thereby questioning theories regarding expected utility on which a great deal of decision theory has been based up to now. Thus, according to this research, different qualities of, say, investment decisions... View Details

Keywords: by Jim Heskett

09 Jun 2014
Research & Ideas

The Manager in Red Sneakers

clothes rather than an elegant outfit to a luxury boutique, or wearing sneakers to a professional event. In The Red Sneakers Effect: Inferring Status and Competence from Signals of Nonconformity—an article appearing in the June 2014 Journal of View Details

Keywords: by Dina Gerdeman; Consumer Products; Consumer Products; Consumer Products

11 Feb 2013
Research & Ideas

Neuroeconomics: Eyes, Brain, Business

field of neuromarketing, which uses brain-tracking tools to determine why consumers prefer some products over others. And there is neuroleadership, which applies neuroscience to management research. Looser is looking to integrate insights... View Details

Keywords: by Carmen Nobel

16 Jun 2003
Research & Ideas

Researchers Contribute Globalization of Markets Papers

predictor of events, but the power and sometimes outrageous language used by Levitt changed the nature of debate on the issue, and created new perspectives for managers to consider as they approach world markets. Levitt's key insight endures: View Details

Keywords: by Working Knowledge editors

19 Dec 2006
First Look

First Look: December 19, 2006

fully extended attraction models (Cooper and Nakanishi 1988). Utilizing a database of store-level scanner data for 25 categories and 127 brands of frequently purchased branded consumer goods, we find that about 18 percent of a total of... View Details

Keywords: Sean Silverthorne

16 May 2011
Research & Ideas

What Loyalty? High-End Customers are First to Flee

turn indicate to what degree operating managers can control customer satisfaction. Essentially, we're looking at the entire operating system and drilling down to determine which factors are most important for driving perceptions of... View Details

Keywords: by Julia Hanna

26 Jul 2010
Research & Ideas

Yes, You Can Raise Prices in a Downturn

performance: Delivering performance versus alternatives is key and perceptions matter, which is why communicating value is so important. Companies make money where the spread between cost and perceived value is greatest, and our research... View Details

Keywords: by Sean Silverthorne; Consumer Products; Consumer Products

18 Nov 2010
Research & Ideas

GM’s IPO: Back to the Future

alter significantly how people think about the company, its products, and the brand. US consumers have not had a high-quality perception of GM brands over the past few decades. Although driven in part by the... View Details

Keywords: by Staff; Auto

27 Jan 2003
Research & Ideas

New Cluster Mapping Project Helps Companies Locate Facilities

development decisions to a new level of sophistication.— Michael E. Porter A final hidden cost of outsourcing is slower innovation. Changing products and processes is more complex and time consuming across separated sites. Knowledge and... View Details

Keywords: by Sean Silverthorne

09 Apr 2012
Research & Ideas

Who Sways the USDA on GMO Approvals?

agencies such as the USDA is to protect public health and safety; based on previous economic theory, however, Hiatt started with a different assumption—the primary goal of an agency is really to protect its own legitimacy. After all, it's the View Details

Keywords: by Michael Blanding; Food & Beverage; Biotechnology; Agriculture & Agribusiness

31 Oct 2004
Research & Ideas

Bypass Marketing: Are Docs Influenced?

Until the close of the last decade, health consumers received much of their knowledge and advice about prescription drugs from their physicians or other health care professionals. Today, pharmaceutical companies are spending several... View Details

Keywords: by Manda Salls

05 Sep 2007
First Look

First Look: September 5, 2007

Working PapersDesigning a Two-Sided Platform: When to Increase Search Costs? Authors:Andrei Hagiu and Bruno Jullien Abstract We propose a model for analyzing an intermediary's incentives to increase the search costs incurred by View Details