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- All HBS Web (265)
- Faculty Publications (64)
- 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
Garcia-Rada, Ximena, Leslie K. John, Ed O’Brien, and Michael I. Norton. "A Preference for Revision Absent Improvement." Harvard Business School Working Paper, No. 19-087, February 2019. (Revised April 2025.)
- 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
- 1996
- Chapter
Commercial Technology: Imaginative Understanding of User Needs
By: D. A. Leonard and J. Doyle
- 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
- 19 Sep 2019
- News
Predicting Human Behaviors
Above: Sid Misra (MBA 2013) cofounder, Perceptive Automata (Len Rubenstein; courtesy of Perceptive Automata) Amid the hubbub of this year’s Consumer Electronics Show (CES), the... View Details
Keywords: April White
- 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
- 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
- Web
Harvard Business School
Organization of a Bank; a Study of Selected New Banks R. Roosevelt Thomas Jr. (DBA) 1974 The Management of the Liberal Arts College: A Case Study Rudolph Winston Jr. (DBA) 1975 A Study to Determine How Personnel Managers' Perceptions of... View Details
- 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
- 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
- 01 Dec 2013
- News
Plugged In
money. That won't work for the ELR. "The consumer we're targeting is not that price conscious," notes Camargo, adding that it's more of an emotional purchase. "When they drive a vehicle, they want it to be a statement about... View Details
- 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
- 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
- 03 Nov 2020
- News
One Paramount Priority
us—but that our perceptions of the other side are tearing us apart, she writes in an election-day opinion column in the Boston Globe. An entrepreneur, author, and founder and chair of the consumer... View Details
Keywords: Government
- 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
- 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
- Web
Business of Ideas - Course Catalog
recent memory, future business leaders must understand how ideas shape individual and public perceptions of the world. This course will introduce students to the creation, monetization, and distribution of ideas, how individuals View Details
- 29 Jun 2015
- HBS Case
Consumer-centered Health Care Depends on Accessible Medical Records
can be used in powerful ways, ideally leading to better patient care, lower health care costs and, ultimately, healthier patients. “Trust on the part of both the consumer and doctor is hugely important in determining who is going to be... View Details