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2021
Working Paper

Housing Consumption and the Cost of Remote Work

By: Christopher Stanton and Pratyush Tiwari

This paper estimates housing choice differences between households with and without remote workers. Prior to the pandemic, the expenditure share on housing was more than seven percent higher for remote households compared to similar non-remote households in the same... View Details

Keywords: Remote Work; Geographic Mobility; Housing; Cost; Geographic Location; Income

March 2019
Article

Consuming Together (versus Separately) Makes the Heart Grow Fonder

By: Ximena Garcia-Rada, Lalin Anik and Dan Ariely

Across three studies, we investigate how consumers in romantic relationships make decisions when choosing an item to share with their partner. We show that consumers will forgo their preferred alternative for an option that is more aligned with the preferences of their... View Details

Keywords: Shared Consumption; Close Relationships; Conflicting Preferences; Spending; Decision Making; Relationships; Motivation and Incentives

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2007
Working Paper

A Taste For Obscurity: An Individual-Level Examination of 'Long Tail' Consumption

By: Anita Elberse

Because online retailers are often able to provide products in a more cost-efficient manner than bricks-and-mortar stores, online channels are characterized by a vast assortment of products. Proponents of the "long tail" principle recently argued that the demand for... View Details

Keywords: Decision Choices and Conditions; Consumer Behavior; Distribution Channels; Product; Renting or Rental; Online Technology; Motion Pictures and Video Industry; Music Industry; Retail Industry

January 2015 (Revised October 2016)
Case

onefinestay: Building a Luxury Experience in the Sharing Economy

By: Jill Avery, Anat Keinan and Liz Kind

onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details

2022
Working Paper

Credit and the Family: The Economic Consequences of Closing the Credit Gap of U.S. Couples

By: Olivia S. Kim

Closing disparities in credit access between spouses can help reduce consumption inequality in the household. The 2013 reversal of the Truth-in-Lending Act increased the borrowing capacity of secondary earners in equitable-distribution states but not in... View Details

Keywords: Household; Credit; Equality and Inequality; Income; Policy; Family and Family Relationships

April 2019
Article

Rituals and Nuptials: The Emotional and Relational Consequences of Relationship Rituals

By: Ximena Garcia-Rada, Ovul Sezer and Michael I. Norton

Four studies reveal the benefits of relationship rituals: couples with relationship rituals report more positive emotions and greater relationship satisfaction and commitment than those without them. We show that rituals are crucial for understanding consumption... View Details

Keywords: Rituals; Relationship Satisfaction; Relationships; Satisfaction; Spending; Behavior; Perception; Emotions

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June 2014
Article

The Red Sneakers Effect: Inferring Status and Competence from Signals of Nonconformity

By: Silvia Bellezza, Francesca Gino and Anat Keinan

We examine how people react to nonconforming behaviors, such as entering a luxury boutique wearing gym clothes rather than an elegant outfit or wearing red sneakers in a professional setting. Nonconforming behaviors, as costly and visible signals, can act as a... View Details

Keywords: Marketing; Consumer Behavior

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2022
Working Paper

E-commerce During COVID: Stylized Facts from 47 Economies

By: Joel Alcedo, Alberto Cavallo, Bricklin Dwyer, Prachi Mishra and Antonio Spilimbergo

We study e-commerce across 47 economies and 26 industries during the COVID-19 pandemic using aggregated and anonymized transaction-level data from Mastercard, scaled to represent total consumer spending. The share of online transactions in total consumption increased... View Details

Keywords: COVID-19 Pandemic; Health Pandemics; Spending; Internet and the Web; Global Range; Analysis; E-commerce

Research Summary

Rooting Marketing Strategy in Human Universals

Localization strategies can be costly to implement while globalization strategies may fail to develop or create demand by stressing readily shared product features rather than shared needs. Thus the question: Is there, somewhere between the extremes of localization... View Details

January 2016
Case

Sentient Jet: The Uber of Private Jets

By: Anat Keinan and Sandrine Crener

Founded in 1999 in the Boston area, Sentient Jet had become a leading private aviation company in the United States. Its success was built on the introduction of a groundbreaking membership program that offered business travelers the flexibility and convenience of... View Details

June 2016 (Revised March 2017)
Case

Global Wine War 2015: New World Versus Old

By: Christopher A. Bartlett and Sarah McAra

This case contrasts the tradition-bound Old World wine industry with the market-oriented New World producers in the battle for the Chinese wine market in 2015. China’s wine consumption growth presented a large and fast-growing export target that was extremely... View Details

Article

National Image as a Competitive Disadvantage: The Case of the New Zealand Organic Food Industry

By: Geoffrey Jones and Simon Mowatt

This article examines why organic agriculture and food consumption developed more strongly in some countries than others between the 1970s and the 2000s. The focus is the limited growth of the New Zealand organic sector, which contrasts with countries such as Denmark,... View Details

Keywords: Industrial Organization; Chinitz; Agglomeration; Clusters; Cities; Mines; Political Economy; FDI; Agribusiness Industry; Agriculture; Agribusiness; Entrepreneurship; Business History; Agriculture and Agribusiness Industry; Food and Beverage Industry; Retail Industry; New Zealand; Denmark

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29 May 2006
What Do You Think?

How Important Is the “Service Sector Effect” on Productivity?

quality of life or social costs that have to be shared by everyone? Or are the social costs more than offset by the beneficial creation of jobs, the stimulation of consumption that leads to more job... View Details

Keywords: by James Heskett; Service

2016
Chapter

Luxury Branding Research: New Perspectives and Future Priorities

By: Anat Keinan, Sandrine Crener and Silvia Bellezza

Several major trends have changed the landscape for luxury brands. These shifts include the increasing role of technology (digital and mobile) as well as the use by consumers of alternative signals of status, such as wearing less prominently branded apparel, being less... View Details

Keywords: Luxury; Brands and Branding

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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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December 2022
Case

Taylor Farms: Adding Value to Fresh Produce

By: José B. Alvarez, Forest L. Reinhardt, Jenyfeer Martinez Buitrago and Pedro Levindo

In October 2022, Bruce Taylor (HBS MBA, 1981), Chairman and CEO of Taylor Farms, the leading producer of salads and healthy fresh foods in the United States, wondered whether this was the right time for Taylor Farms to venture into the Controlled Environment... View Details

Keywords: Technology Adoption; Cost vs Benefits; Logistics; Environmental Sustainability; Agriculture and Agribusiness Industry

04 Jun 2009
Working Paper Summaries

Can a Continuously-Liquidating Tontine (or Mutual Inheritance Fund) Succeed where Immediate Annuities Have Floundered?

Keywords: by Julio J. Rotemberg; Financial Services

August 2019 (Revised March 2022)
Case

Family Matters: Governance at the Zamil Group

By: Christina R. Wing, Suraj Srinivasan and Esel Çekin

This case focuses on a large Saudi Arabian industrial conglomerate and family business Zamil Group’s corporate and family governance journey. The 12 sons of the founder led and grew the group successfully after taking over from their father in 1961. The secret to their... View Details

Keywords: Middle East; Family Ownership; Family-owned Business; Saudi Arabia; Family Business; Governance; Organizational Structure; Values and Beliefs; Steel Industry; Industrial Products Industry; Middle East; Saudi Arabia; Bahrain

Article

The Cost Structure, Customer Profitability, and Retention Implications of Self-Service Distribution Channels: Evidence from Customer Behavior in an Online Banking Channel

By: Dennis Campbell and Frances X. Frei

This paper uses the context of online banking to investigate the consequences of employing self-service distribution channels to alter customer interactions with the firm. Using a sample of retail banking customers observed over a 30-month period at a large U.S. bank,... View Details

Keywords: Cost; Service Operations; Distribution Channels; Consumer Behavior; Internet and the Web; Banks and Banking; Technology Adoption; Service Delivery; Market Transactions; Market Participation; Profit; Retail Industry; Banking Industry; United States

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29 Oct 2008
Research & Ideas

The Next Marketing Challenge: Selling to ’Simplifiers’

experiences, not heavy goods for the home. The economic boom of the 1990s fuelled consumption and democratized access to a wider than ever spectrum of goods transforming former luxuries into "must-have" necessities. Millions played the... View Details

Keywords: by John Quelch; Retail; Consumer Products; Entertainment & Recreation

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