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1957 Oldsmobile Starfire 98 Coupe, detail from advert in Life Magazine April 1957

How Customers Watch What Others Buy

Idea posted: September 2013
  • Marketing

While consumers (and the marketers who market to them) believe that purchasing decisions are based on a combination of emotional and rational factors, a research team from the Kellogg School of Management at Northwestern University and The Wharton School of the University of Pennsylvania identify a more basic motivation that pushes people to buy: they look at what others around them are buying. 

Idea #223
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Samurai at a Waterfall, 19th Century Japanese Woodblock Print, Fuji Arts

Grapes of Wrath: How Self Control Leads to Anger

Idea posted: January 2013
  • CSR & Governance
  • Leadership & Change
  • Learning & Behaviour
  • Marketing
  • Operations

Does making a healthy food choice make us angry? In an important piece of consumer research, a relationship is found to exist between exerting self-control, and a preference toward ‘themes of anger’ in e.g. entertainment. This mismatch - getting irritated by our own self-control - has far-reaching implications for marketers and policy-makers as we try to further understand consumer behaviour.

Idea #034
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A McDonalds Happy Meal (Source: Wikimedia Commons)

Does Bundling Hurt Sales?

Idea posted: October 2013
  • Marketing

While retailers and manufacturers may believe that bundling two products makes the package more attractive, research shows that bundling an expensive product with an inexpensive product actually diminishes the value of the expensive item. 

Idea #238
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Online Customers Reviews: Loyalty and Deception

Idea posted: April 2014
  • Marketing

While it might seem easy for competitors to hurt a rival’s sales by posting negative reviews, research reveals that many of the most negative product reviews are written by loyal customers trying to influence company strategy. 

Idea #356
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The Unexpected Impact of Click and Collect Retail Programs

Idea posted: June 2014
  • Strategy
  • Marketing
  • Operations

When retailers started offering the ‘buy-online, pickup-in-store’ option, also known as BOPS, the assumption would be that online sales would increase. New research shows, however, that BOPS actually reduces online sales while increasing offline sales — a surprising but positive result.

Idea #527
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Replica of Rushworh's music store in Liverpool, where the Beatles bought their first Gibson guitars (Source: Wikipedia Commons)

When Showrooms Help Online Companies

Idea posted: August 2014
  • Marketing
  • Operations

Nearly every bricks-and-mortar company will have an online presence today. But a few intrepid companies are going in the opposite direction: online companies are starting to open offline showrooms — and research shows the result is a boost in sales… and happy customers.

Idea #434
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