How the Digital Age Is Rewriting the Rule Book on Consumer Behavior
Articles / Price / Recommended Reading / Relationship

How the Digital Age Is Rewriting the Rule Book on Consumer Behavior

How the Digital Age Is Rewriting the Rule Book on Consumer Behavior Itamar Simonson and Emanuel Rosen Stanford Graduate School of Business Published: Tuesday, February 4, 2014 The authors of a new book on market research explain how a shift in consumer decision-making affects marketing. In 2007, 10,000 people around the globe were asked about … Continue reading

Price Promotion for Emotional Impact
Articles / Price / Recommended Reading

Price Promotion for Emotional Impact

Price Promotion for Emotional Impact Aylin Aydinli, Marco Bertini, Anja Lambrecht Published by Aylin Aydinli http://www.aylinaydinli.com/ Abstract Managers and academics often think of price promotions simply as incentives that entice consumers to choose products they otherwise may not even consider. But the prospect of paying a lower price for a given quality can also compromise … Continue reading

Think Your Product Is Too Boring for Word of Mouth Marketing?
Articles / Recommended Reading

Think Your Product Is Too Boring for Word of Mouth Marketing?

Think Your Product Is Too Boring for Word of Mouth Marketing? Think Again Knowledge@Wharton | Marketing 17 February 2014 The Wharton School University of Pennsylvania Word of mouth has become the Holy Grail for today‚Äôs marketers. Word-of-mouth marketing, also called word-of-mouth advertising or WOM, is 10 times more effective than traditional advertising, according to Jonah … Continue reading