Publications
Publications
Show Results For
- All HBS Web
(4,263)
- People (16)
- News (755)
- Research (2,822)
- Events (22)
- Multimedia (37)
- Faculty Publications (1,735)
Page 1 of 4,263
Results →
- March 2020
- Technical Note
Influencer Marketing
By: Jill Avery and Ayelet Israeli
Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details
- 2019
- Working Paper
Persuasive Propaganda During the 2015 Argentine Ballotage
By: Rafael Di Tella, Sebastian Galiani and Ernesto Schargrodsky
We study a propaganda campaign sponsored by the government against the main political challenger in the days preceding the 2015 Argentine runoff presidential election. Subjects in the treatment group watched an “ad” initially aired during soccer transmissions that was... View Details
- Article
The Persuasive 'Power' of Stigma?
By: Michael I. Norton, Elizabeth W. Dunn, Dana R. Carney and Dan Ariely
We predicted that able-bodied individuals and white Americans would have a difficult time saying no to persuasive appeals offered by disabled individuals and black Americans, due to their desire to make such interactions proceed smoothly. In two experiments, we show... View Details
- Article
Coarse Thinking and Persuasion
By: Sendhil Mullainathan, Joshua Schwartzstein and Andrei Shleifer
We present a model of uninformative persuasion in which individuals "think coarsely": they group situations into categories and apply the same model of inference to all situations within a category. Coarse thinking exhibits two features that persuaders take advantage... View Details
- September 1991
- Background Note
Persuasion
Examines the principles that apply in any persuasive business situation. Describes how to analyze the goals and audience; how to devise a persuasive message; and how to execute a persuasive strategy in writing, presentations, and larger corporate communication tasks. View Details
- May 2009
- Article
Authority versus Persuasion
This paper studies a manager's trade-off between using persuasion and using interpersonal authority to get an employee to 'do the right thing' from the manager's perspective (when the manager and employee disagree on the right course of action). It... View Details
- 2009
- Working Paper
Authority versus Persuasion
This paper studies a principal's trade-off between using persuasion versus using interpersonal authority to get the agent to "do the right thing"; from the principal's perspective (when the principal and agent openly disagree on the right course of action). It shows... View Details
Change Through Persuasion
Faced with the need for a massive change, most managers respond predictably. They revamp the... View Details
- 2024
- Working Paper
Business Experiments as Persuasion
By: Orie Shelef, Rebecca Karp and Robert Wuebker
Much of the prior work on experimentation rests upon the assumption that entrepreneurs and managers use—or should optimally adopt—a "scientific approach" to test possible decisions before making them. This paper offers an alternative view of experimental strategy,... View Details
- 10 Jul 2007
- Working Paper Summaries
The Persuasive Appeal of Stigma
- 2013
- Working Paper
Separating Homophily and Peer Influence with Latent Space
By: Joseph P. Davin, Sunil Gupta and Mikolaj Jan Piskorski
We study the impact of peer behavior on the adoption of mobile apps in a social network. To identify social influence properly, we introduce latent space as an approach to control for latent homophily, the idea that "birds of a feather flock together." In a series of... View Details
- February 2005
- Article
Change Through Persuasion
By: David A. Garvin and Michael A. Roberto
Keywords: Change
- 23 Jul 2016
- News
The Art of Persuasion
bit of consensus building and (if you want) self-motivation and drive from people, you have to get them excited about the idea. I learnt the art of persuasion in business... View Details
- 2010
- Working Paper
Persuasion and Empathy in Salesperson-Customer Interactions
By: Julio J. Rotemberg
- 2014
- Article
Thought Calibration: How Thinking Just the Right Amount Increases One’s Influence and Appeal
By: Daniella Kupor, Zakary L. Tormala, Michael I. Norton and Derek D. Rucker
Previous research suggests that people draw inferences about their attitudes and preferences based on their own thoughtfulness. The current research explores how observing other individuals make decisions more or less thoughtfully can shape perceptions of those... View Details
- 2002
- Working Paper
Risk Aversion and Apparently Persuasive Advertising
By: Bharat Anand and Ron Shachar
- 2021
- Working Paper
First Law of Motion: Influencer Video Advertising on TikTok
By: Jeremy Yang, Juanjuan Zhang and Yuhan Zhang
This paper engineers an intuitive feature that is predictive of the causal effect of influencer video advertising on product sales. We propose the concept of m-score, a summary statistic that captures the extent to which a product is advertised in the most engaging... View Details
- March 2023
- Module Note
Persuasive Client Presentations
By: David G. Fubini and Patrick Sanguineti
A module note for the Mastering Consulting and Advisory Skills (MCAS) course, "Persuasive Client Presentations" breaks down bad habits and good rules of thumb when preparing and giving client presentations. View Details
Keywords: Presentations