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  • August 2018
  • Article

The Effect of Graphic Warnings on Sugary-Drink Purchasing

By: Grant Donnelly, Laura Y. Zatz, Daniel Svirsky and Leslie John
Governments have proposed text warning labels to decrease consumption of sugary drinks – a contributor to chronic diseases like diabetes. However, they may be less effective than more evocative, graphic warning labels. We field-tested the effectiveness of graphic... View Details
Keywords: Policy Making; Preferences; Food; Health; Policy; Information; Labels; Consumer Behavior; Decision Making; Performance Effectiveness
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    John A. Deighton

    John Deighton is The Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He teaches in the area of Big Data in Marketing,... View Details

    Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products

      Ashley V. Whillans

      Ashley Whillans is the Volpert Family Associate Professor of Business Administration at the Harvard Business School, where she teaches the Motivation and Incentives course to MBA students. Professor Whillans earned her PhD in Social Psychology from the University of... View Details

      • 18 Jun 2018
      • Research & Ideas

      Warning: Scary Warning Labels Work!

      Marketers can make a bottle of sugar water look like golden elixir. Can health advocates sour the taste for consumers? (SteveDF) San Francisco is in a three-year battle with the American Beverage Industry over whether soda companies can be forced to include View Details
      Keywords: by Dina Gerdeman; Advertising; Public Relations

        Michael Beer

        MICHAEL BEER

        Mike Beer is the Cahners-Rabb Professor of Business Administration, Emeritus at the Harvard Business School and author Fit to Compete: Why Honest Conversations About Your Company’s... View Details

        • 24 Feb 2009
        • First Look

        First Look: February 24, 2009

        in the United States. Purchase this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=709037 Consumer Payment Systems—United States Harvard Business School Case 909-006 In 2008, the U.S. View Details
        Keywords: Martha Lagace
        • January 2025
        • Article

        Reducing Prejudice with Counter-stereotypical AI

        By: Erik Hermann, Julian De Freitas and Stefano Puntoni
        Based on a review of relevant literature, we propose that the proliferation of AI with human-like and social features presents an unprecedented opportunity to address the underlying cognitive and affective drivers of prejudice. An approach informed by the psychology of... View Details
        Keywords: Prejudice and Bias; AI and Machine Learning; Interpersonal Communication; Social and Collaborative Networks
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        • 2023
        • Working Paper

        Channeled Attention and Stable Errors

        By: Tristan Gagnon-Bartsch, Matthew Rabin and Joshua Schwartzstein
        We develop a framework for assessing when somebody will eventually notice that she has a misspecified model of the world, premised on the idea that she neglects information that she deems—through the lens of her misconceptions—to be irrelevant. In doing so, we... View Details
        Keywords: Attentional Stability; Cognition and Thinking; Attitudes; Information; Theory
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        • 20 Feb 2017
        • Research & Ideas

        Having No Life is the New Aspirational Lifestyle

        an aspirational lifestyle. “The new conspicuous consumption is about saying, I am the scarce resource, and therefore I am valuable” The finding suggests a new way for marketers to sell their products and services to consumers by... View Details
        Keywords: by Michael Blanding
        • 07 Nov 2005
        • What Do You Think?

        Is Less Becoming More?

        Summing Up Less is increasingly more, at least in the minds of customers, according to nearly every respondent to this month's column. However, some cite product complexity as the cause of rising real and psychological View Details
        Keywords: by James Heskett; Consumer Products
        • 2005
        • Article

        Early Decisions: A Regulatory Framework

        By: John Beshears, James J. Choi, David Laibson and Brigitte C. Madrian
        We describe a regulatory framework that helps consumers who have difficulty sticking to their own long-run plans. Early Decision regulations help long-run preferences prevail by allowing consumers to partially commit to their long-run goals, making it harder for a... View Details
        Keywords: Hyperbolic Discounting; Self-control; Commitment; Consumer Behavior; Taxation; Attitudes
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        • 29 Mar 2017
        • Research & Ideas

        The Story of Why Humans Are So Careless With Their Phones

                  Silvia Bellezza is an assistant professor of marketing at Columbia Business School. Joshua M. Ackerman is an assistant professor of psychology at University of Michigan. Francesca Gino is the Tandon Family Professor of Business... View Details
        Keywords: by Josh Neufeld; Consumer Products; Consumer Products
        • Research Summary

        Overview

        Grant uses a combination of laboratory and field experiments to harness consumers' cognitive and affective resources to increase their well-being. Consumers make countless daily decisions in the pursuit of happiness -- whether and how to spend or save their money, what... View Details
        Keywords: Well-being; Judgment And Decision Making; Health; Prosocial Behavior
        • 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
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        • 25 May 2021
        • Blog Post

        The Surprising Power of Nostalgia at Work

        although nostalgia may help some companies sell consumers a range of products, it’s ultimately bad for business and the economy. They imagine that by keeping people focused on the past, nostalgia undermines innovation, creativity, and... View Details
        Keywords: All Industries
        • Article

        Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships

        By: Irene Consiglio, Daniella Kupor, Francesca Gino and Michael I. Norton
        We document the existence and consequences of brand flirting: a short-lived experience in which a consumer engages with and/or indulges in the alluring qualities of a brand without committing to it. We propose that brand flirting is exciting and that when consumers... View Details
        Keywords: Consumer Behavior; Brands and Branding; Emotions
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        • 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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        • May 2020
        • Case

        Big Boom Beverages: Fight or Flight?

        By: Stephen A. Greyser and William Ellet
        Four college friends market a beverage that combines ingredients like those in a drink they consumed in college bars. It includes a caffeinated energy drink, malt liquor, and a soft drink flavoring. They launch the business, Big Boom Beverages (BBB), with their own... View Details
        Keywords: Alcoholic Beverages; Energy Drinks; Regulation; Entrepreneurship; Ethics; Marketing Communications; Corporate Social Responsibility and Impact; Reputation; Communication Strategy; Decision Making
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        • July 2021
        • Article

        Consumers—Especially Women—Avoid Buying from Firms with Higher Gender Pay Gaps

        By: Tobias Schlager, Bhavya Mohan, Katherine DeCelles and Michael I. Norton
        We document a unique driver of consumer behavior: the public disclosure of a firm’s gender pay gap. Four experiments provide causal evidence that when firms are revealed to have gender pay gaps, consumers are less willing to pay for their goods, a reaction driven by... View Details
        Keywords: Pay Gap; Perceived Wage Fairness; Purchase Intention; Gender; Wages; Fairness; Perception; Consumer Behavior
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        • July 2014 (Revised November 2014)
        • Background Note

        The Structure and Functioning of the Fashion Industry

        By: Mukti Khaire and Hannah Catzen
        Fashion is the quintessential social-consumption good; all consumers comply with or react to fashion. Although very few consumers actually control trends, virtually every consumer is affected by fashion and contributes to it by adopting or rejecting popular styles. A... View Details
        Keywords: Fashion And Creative Industries; Fashion; Retail; Creativity; Supply and Industry; Fashion Industry; Retail Industry
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