When Shopper Marketing Backfires
Choose shopper marketing tools with care — some can backfire.
Smartphone Ads That Work
Even tiny ads — with almost no information — can be effective for certain products.
The Networking Payoff
Ties on online social networks can help create more content — and ad revenue.
When Talk Is 'Free': An Analysis of Subscriber Behavior Under Two- and Three-Part Tariffs
Drive up revenue with a three-part pricing plan that capitalizes on consumers’ affinity for free goods.
Egocentric Categorization and Product Judgment: Seeing Your Traits in What You Own (and Their Opposite in What You Don't)
Marketing techniques that encourage consumers to feel “ownership” of products before making a purchase can backfire.
Facebook Friend or Enemy?
Online social networks enhance users' self-esteem — and lower self-control.
Measuring Consumer Preferences Using Conjoint Poker
Play games: use a modified form of poker to more accurately predict consumer preferences.
Attaining Satisfaction
To be happy in the long run, set ambitious rather than modest goals.
Design of Effective Obesity Communications: Insights from Consumer Research
Create successful anti-obesity campaigns by employing targeted, not broad, messages.