Why consumers forgo front-row seats: Sacrificing experience quality for togetherness
Would you accept the free upgrade if it meant sitting on your own?
The challenge of keeping an audience engaged: how language shapes attention
Brands want consumers to watch their ads, leaders want employees to read their emails, and teachers want students to listen to their lectures—and I want you to go on reading TR.
Secondary selling: what's really happening in a sale?
Results indicate that secondary selling accounts for 22.9% of the variance in customer motivation to buy.
Pitching with too much passion? "More enthusiastic" pitches turn off investors
When it comes to influencing, knowing your target is much more important than knowing your product.
High prices make the wealthy feel entitled to unsustainable goods
Upper-class people were more likely to buy unsustainable goods like individually packaged snacks when they had a higher price tag - the higher price made them feel entitled to the product despite the cost to the environment.
How ads with dogs and cats affect consumer behavior
Pets play important roles in consumers’ daily lives and frequently appear in popular culture, mass media, and marketing communications.
Children exposed to a brand a minute
Wearable, automatic cameras provided an unprecedented view of a child's daily exposure to marketing, revealing they were bombarded with consumption messages in school, at home and in-store.
Praise that slays: How complimenting a competitor can drive a firm's revenues
Brands typically avoid complimenting their competitors because they don’t want to offer a rival brand free publicity. However, experiments with brand-to-brand praise led to more positive consequences for the praising brand, including greater brand engagement and higher sales.
Is watching believing?
It might seem that video would be a singularly influential medium for spreading information online. But a new experiment conducted by MIT researchers finds that video clips have only a modestly larger impact on persuasion than the written word does.
When humanlike chatbots miss the mark in customer service interactions
Chatbots are increasingly replacing human customer-service agents on companies’ websites, social media pages, and messaging services. Designed to mimic humans, these bots often have human names humanlike appearances and the capability to converse like humans.
What consumers mean when they say products are "authentic"
Consumers crave authenticity. Yet marketing itself is typically considered inherently inauthentic. Hence, firms must learn to understand, manage, and excel at rendering authenticity. The critical question is: how? What do consumers mean when they talk about “authenticity”?
The science of picky shoppers
If a company knows they have a lot of picky customers, they may need to change the way they reward salespeople or dedicate specific salespeople to their pickiest customers, because picky shoppers have very narrow preferences and they see perceived flaws in products others wouldn’t notice.
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