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Show Results For
- All HBS Web
(253)
- News (33)
- Research (206)
- Multimedia (1)
- Faculty Publications (77)
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- Article
Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes
Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’... View Details
Keywords: Brands; Marketing Effectiveness; Brand Evaluation; Peer Influence; Brands and Branding; Social and Collaborative Networks; Social Media
John, Leslie K., Oliver Emrich, Sunil Gupta, and Michael I. Norton. "Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes." Journal of Marketing Research (JMR) 54, no. 1 (February 2017): 144–155.
- July 2012
- Article
iPhones for Friends, Refrigerators for Family: How Products Prime Social Networks
By: Lalin Anik and Michael I. Norton
We show that priming consumers with products associated with specific social networks increases the salience of those networks, influencing both word-of-mouth intentions and consumption. Consumers were exposed to friend- or family-related products (e.g., game consoles... View Details
Keywords: Family and Family Relationships; Product; Customers; Familiarity; Social and Collaborative Networks
Anik, Lalin, and Michael I. Norton. "iPhones for Friends, Refrigerators for Family: How Products Prime Social Networks." Social Influence 7, no. 3 (July 2012): 154–171.
- 25 Feb 2014
- First Look
First Look: February 25
Publications August 2013 Social Psychological & Personality Science Matchmaking Promotes Happiness By: Anik, Lalin, and Michael I. Norton Abstract—Four studies document... View Details
Keywords: Sean Silverthorne
- 26 Jan 2016
- First Look
January 26, 2016
worker productivity by using data from two important applications—police hiring and teacher tenure decisions. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=50430 December 2015 Current Opinion in Psychology The What and... View Details
Keywords: Sean Silverthorne
- 11 Oct 2016
- First Look
October 11, 2016
Ethan Porter, and Michael I. Norton Abstract—As Americans’ trust in government nears historic lows, frustration with government performance approaches record highs. We propose... View Details
Keywords: Sean Silverthorne
- January 2023
- Article
Calculators for Women: When Identity-Based Appeals Backfire
By: Tami Kim, Kate Barasz, Michael I. Norton and Leslie K. John
From “Chick Beer” to “Dryer Sheets for Men,” identity-based labeling is frequently deployed by marketers to appeal to specific target markets. Yet such identity appeals can backfire, alienating the very consumers they aim to attract. We theorize and empirically... View Details
Keywords: Categorization Threat; Stereotypes; Identity; Labels; Gender; Perception; Consumer Behavior
Kim, Tami, Kate Barasz, Michael I. Norton, and Leslie K. John. "Calculators for Women: When Identity-Based Appeals Backfire." Special Issue on Racism and Discrimination in the Marketplace edited by Samantha N. N. Cross and Stephanie Dellande. Journal of the Association for Consumer Research 8, no. 1 (January 2023): 72–82.
- Article
The Feeling of Not Knowing It All
By: Haiyang Yang, Ziv Carmon, Dan Ariely and Michael I. Norton
How do consumers assess their mastery of knowledge they have learned? We explore this question by investigating a common knowledge consumption situation: encountering opportunities for further learning. We argue and show that such opportunities can trigger a... View Details
Keywords: Knowledge Consumption; Consumption Of Learning; Judgment Of Knowledge; Feeling Ofknowing; Confidence In Knowledge; WYSIATI; FONKIA; Knowledge Acquisition; Learning; Perception
Yang, Haiyang, Ziv Carmon, Dan Ariely, and Michael I. Norton. "The Feeling of Not Knowing It All." Journal of Consumer Psychology 29, no. 3 (July 2019): 455–462.
- Article
The Artful Dodger: Answering the Wrong Question the Right Way
By: Todd Rogers and Michael I. Norton
What happens when speakers try to "dodge" a question they would rather not answer by answering a different question? In 4 studies, we show that listeners can fail to detect dodges when speakers answer similar-but objectively incorrect-questions (the "artful dodge"), a... View Details
Rogers, Todd, and Michael I. Norton. "The Artful Dodger: Answering the Wrong Question the Right Way." Journal of Experimental Psychology: Applied 17, no. 2 (June 2011): 139–147.
- 05 Oct 2010
- First Look
First Look: October 5, 2010
Right Way Authors:Todd Rogers and Michael I. Norton Abstract What happens when people try to "dodge" a question they would rather not answer View Details
Keywords: Sean Silverthorne
- 21 Oct 2014
- First Look
First Look: October 21
Jan-Emmanuel, George W. Ward, Femke De Keulenaer, Bert Van Landeghem, Georgios Kavetsos, and Michael I. Norton Abstract—Are individuals more sensitive to losses than gains in... View Details
Keywords: Sean Silverthorne
- June 2017
- Article
The Surprising Effectiveness of Hostile Mediators
By: Ting Zhang, Francesca Gino and Michael I. Norton
Contrary to the tendency of mediators to defuse negative emotions between adversaries by treating them kindly, we demonstrate the surprising effectiveness of hostile mediators in resolving conflict. Hostile mediators generate greater willingness to reach agreements... View Details
Keywords: Mediation; Conflict; Negotiation; Hostility; Negotiation Style; Emotions; Conflict and Resolution
Zhang, Ting, Francesca Gino, and Michael I. Norton. "The Surprising Effectiveness of Hostile Mediators." Management Science 63, no. 6 (June 2017): 1972–1992.
- 2014
- Article
Rituals Alleviate Grieving for Loved Ones, Lovers, and Lotteries
By: Michael I. Norton and Francesca Gino
Three experiments explored the impact of mourning rituals after losses—of loved ones, lovers, and lotteries—on mitigating grief. Participants who were directed to reflect on past rituals or who were assigned to complete novel rituals after experiencing losses reported... View Details
Norton, Michael I., and Francesca Gino. "Rituals Alleviate Grieving for Loved Ones, Lovers, and Lotteries." Journal of Experimental Psychology: General 143, no. 1 (February 2014): 266–272.
- 04 Dec 2007
- First Look
First Look: December 4, 2007
Working PapersThe "Fees Savings" Link, or Purchasing Fifty Pounds of Pasta Authors:Michael I. Norton and Leonard Lee Abstract Many consumers have had the experience of entering discount... View Details
Keywords: Martha Lagace
- Article
When Dreaming Is Believing: The (Motivated) Interpretation of Dreams
By: Carey K. Morewedge and Michael I. Norton
This research investigated laypeople's interpretation of their dreams. Participants from both Eastern and Western cultures believed that dreams contain hidden truths (Study 1) and considered dreams to provide more meaningful information about the world than similar... View Details
Keywords: Anchoring; Attribution; Dreams; Motivated Reasoning; Unconscious Thought; Communication Intention and Meaning; Judgments; Values and Beliefs; Information; Behavior; Cognition and Thinking; Motivation and Incentives
Morewedge, Carey K., and Michael I. Norton. "When Dreaming Is Believing: The (Motivated) Interpretation of Dreams." Journal of Personality and Social Psychology 96, no. 2 (February 2009): 249–264. (Winner of Society for Personality and Social Psychology. Theoretical Innovation Prize For an article or book chapter judged to provide the most innovative theoretical contribution to social/personality psychology within a given year presented by Society for Personality and Social Psychology.)
- 08 Aug 2017
- First Look
First Look at Research and Ideas, August 8, 2017
https://www.hbs.edu/faculty/Pages/item.aspx?num=52998 forthcoming Proceedings of the National Academy of Sciences of the United States of America Buying Time Promotes Happiness By: Whillans, Ashley V., Elizabeth W. Dunn, Paul Smeets, Rene Bekkers, and View Details
Keywords: Sean Silverthorne
- 2008
- Working Paper
Variance-Seeking for Positive (and Variance-Aversion for Negative) Experiences: Risk-Seeking in the Domain of Gains?
By: Jolie Mae Martin, Gregory M. Barron and Michael I. Norton
In contrast to research which has conflated losses with negative experiences and gains with positive experiences, we argue that because reference points are set by memories of extremely good and bad experiences, most outcomes are seen as losses in positive domains and... View Details
Keywords: Change; Experience and Expertise; Marketing; Research; Risk and Uncertainty; Loss; Perspective
- February 2019
- Article
Pettiness in Social Exchange
By: Tami Kim, Ting Zhang and Michael I. Norton
We identify and document a novel construct—pettiness, or intentional attentiveness to trivial details—and examine its (negative) implications in interpersonal relationships and social exchange. Seven studies show that pettiness manifests across different types of... View Details
Kim, Tami, Ting Zhang, and Michael I. Norton. "Pettiness in Social Exchange." Journal of Experimental Psychology: General 148, no. 2 (February 2019): 361–373.
- 2014
- Article
Paying It Forward: Generalized Reciprocity and the Limits of Generosity
By: Kurt Gray, Adrian F. Ward and Michael I. Norton
When people are the victims of greed or recipients of generosity, their first impulse is often to pay back that behavior in kind. What happens when people cannot reciprocate, but instead have the chance to be cruel or kind to someone entirely different—to pay it... View Details
Gray, Kurt, Adrian F. Ward, and Michael I. Norton. "Paying It Forward: Generalized Reciprocity and the Limits of Generosity." Journal of Experimental Psychology: General 143, no. 1 (February 2014): 247–254.
- Article
Physical and Situational Inequality on Airplanes Predict Air Rage
By: K. A. DeCelles and Michael I. Norton
We posit that the modern airplane is a social microcosm of class-based society, and that the increasing incidence of “air rage” can be understood through the lens of inequality. Research on inequality typically examines the effects of relatively fixed, macrostructural... View Details
Keywords: Physical Inequality; Equality and Inequality; Behavior; Air Transportation; Situation or Environment
DeCelles, K. A., and Michael I. Norton. "Physical and Situational Inequality on Airplanes Predict Air Rage." Proceedings of the National Academy of Sciences 113, no. 20 (May 17, 2016): 5588–5591.
- Article
The Allure of Unknown Outcomes: Exploring the Role of Uncertainty in the Preference for Potential
By: Daniella Kupor, Zakary L. Tormala and Michael I. Norton
Influence practitioners often highlight a target's achievements (e.g., "she is the city's top-rated chef"), but recent research reveals that highlighting a target's potential (e.g., "she could become the city's top-rated chef") can be more effective. We examine whether... View Details
Kupor, Daniella, Zakary L. Tormala, and Michael I. Norton. "The Allure of Unknown Outcomes: Exploring the Role of Uncertainty in the Preference for Potential." Journal of Experimental Social Psychology 55 (November 2014): 210–216.