Publications

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May 2012
Article

To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance

By: Thales S. Teixeira, Michel Wedel and Rik Pieters

Huge amounts of money are spent on TV advertising. In an environment of rising per-viewer rates for advertisers and increased skipping past ads by consumers, it is necessary for advertising managers to understand the determinants of commercial avoidance. In order to... View Details

Keywords: Brands and Branding; Television Entertainment; Advertising; Decisions

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April 2012
Article

Emotion-induced Engagement in Internet Video Ads

By: Thales S. Teixeira, Michel Wedel and Rik Pieters

This study shows how advertisers can leverage emotion and attention to engage consumers in watching Internet video ads. In a controlled experiment, joy and surprise were assessed through automated facial expression detection for a sample of ads. Concentration of... View Details

Keywords: Behavior; Online Advertising; Emotions

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18 Nov 2014
First Look

First Look: November 18

and Online Shopping By: Liaukonyte, Jura, Thales Teixeira, and Kenneth C. Wilbur Abstract—Media multitasking competes with television advertising for consumers' attention, but it also may facilitate immediate and measurable response to... View Details

Keywords: Sean Silverthorne

Article

Why, When, and How Much to Entertain Consumers in Advertisements?: A Web-based Facial Tracking Field Study

By: Thales Teixeira, Rosalind Picard and Rana el Kaliouby

The presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV advertisements can make them more attractive and persuasive. However, little is known about the downsides of using too much entertainment. This research focuses on why, when, and... View Details

Keywords: Face-tracking; Entertainment; Television; Purchase Intent; Commercials; Facial Expressions; Marketing Communication; Advertising; Television Entertainment; Marketing; Advertising Industry

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09 Feb 2012
Sharpening Your Skills

Sharpening Your Skills: Online Marketing

viewer. New experimental research by Thales S. Teixeira looks at how advertisers can effectively capture and keep viewers' attention by evoking... View Details

Keywords: Re: Multiple Faculty; Technology

10 Jul 2018
First Look

New Research and Ideas, July 10, 2018

investors shapes information diffusion in the stock market. We exploit trade-level data to show that central brokers gather information by executing informed trades, which is then leaked to their best clients. We show that after large... View Details

Keywords: Dina Gerdeman

May 2016 (Revised January 2018)
Case

Improving Repurchase Rates at zulily

By: Thales Teixeira and Sarah McAra

In February 2015, zulily cofounder and CEO Darrell Cavens faced a major challenge in his business, a Seattle-based daily deals site that catered to moms. The more he spent to acquire new customers, the less he retained them in the form of repeat purchases. This was an... View Details

Keywords: Zulily; Repurchase; E-commerce; Online Shopping; Fashion; Customer Relationship Management; Internet and the Web; Digital Marketing; Customer Satisfaction; Fashion Industry; Retail Industry; Seattle

05 Sep 2016
News

3 Reasons Why Trump Needs to Start an Advertising Blitz

November 2013
Case

Groupon for Local Businesses

By: Thales Teixeira and Leora Kornfeld

Local businesses' experiences with using Groupon to promote themselves ran the gamut of roaring success to absolute failure. Why is there such a large range in outcomes for firms that used daily deal sites such as Groupon? This case examines the effectiveness of online... View Details

Keywords: Online Business; Online Marketing; Digital Marketing; Marketing; Advertising Industry; North and Central America

19 Jun 2015
News

Case Study: Can Retailers Win Back Shoppers Who Browse then Buy Online?

September 2014 (Revised March 2015)
Case

Managing Multi-Media Audiences at WHDH (Boston)

By: Thales Teixeira and V. Kasturi Rangan

WHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and for affiliating with NBC. Since the early 2000s, however, other news programs had copied their format, and young audiences had begun to use... View Details

Keywords: Online News; Television Advertising; Attention Economics; Cross-media Efforts; Competition; Internet and the Web; Consumer Behavior; Organizational Change and Adaptation; Change Management; Marketing Strategy; Decision Choices and Conditions; Digital Marketing; Television Entertainment; Media and Broadcasting Industry; Boston

Article

Case Study: Can Retailers Win Back Shoppers Who Browse then Buy Online?

By: Thales S. Teixeira and Sunil Gupta

This case study discusses the options that brick-and-mortar retailers can use to combat the negative consequences of 'showrooming.' View Details

Keywords: Showrooming; E-commerce; Retail Industry

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April 2012 (Revised April 2013)
Case

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira and Alison Caverly

Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details

Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America

November 2015
Teaching Plan

Showrooming at Best Buy

By: Thales Teixeira and Matthew G. Preble

April 2015
Case

Who Owns the Whale? (Abridged)

By: Thales S. Teixeira and David E. Bell

Judge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at... View Details

Keywords: Whaling; Attribution; Norms-of-ownership; Transaction Costs; Deadweight Losses; Free-rider Problem; Advertising; History; United States; United Kingdom

28 Aug 2012
First Look

First Look: August 28

after Transatlantic's failed effort at a merger of equals, and as several other unsuccessful bids for the company, one that was hostile. Purchase this case:http://hbr.org/search/313017-PDF-ENG Mekanism: Engineering Viral Marketing Thales... View Details

Keywords: Sean Silverthorne

08 Feb 2018
News

Big Hits: The Best of the 2018 Super Bowl Ads

04 Jan 2016
News

What Podcasts Do Professors Listen To?

April 2015
Case

Who Owns the Whale?

By: Thales S. Teixeira and David E. Bell

Judge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at... View Details

Keywords: Whaling; Attribution; Norms-of-ownership; Transaction Costs; Deadweight Losses; Free-rider Problem; Advertising; History; Advertising Industry; North America; Europe