Marketing
Is A Picture Always Worth A Thousand Words? Attention To Structural Elements Of EWOM For Consumer
Consumer attention has long been known to influence evaluations of, and responses to, advertising stimuli in meaningful ways (e.g., Krugman, 1971; Morrison & Dainoff, 1972). Indeed, behavioral Read More »
Brand (In)fidelity: When Flirting With The Competition Strengthens Brand Relationships
The consequences of infidelity are detrimental to the continuity of romantic relationships. In order to shield themselves against temptations, individuals who are committed to a relationship devalue Read More »
Author: Irene Consiglio, Daniella Kupor, Michael I. Norton, Francesca Gino
Contributor: eb™ Research Team
So Close, Yet So Far Away: The Influence Of Temporal Distance On Mobile Promotion Redemption During
Consumers have traditionally been exposed to price promotions either before entering a store or at the moment of choice (Blattberg, Briesch, and Fox 1995). Yet, with the proliferation of consumer Read More »
Earning Luckiness: The Effect Of Active Loyalty Program Membership On Consumer Predictions Of
Prior research on loyalty programs has examined how structural and motivational features affect consumer behavior within program confines (Bagchi and Li 2011; Dréze and Nunes 2009; Kivetz 2005; Read More »
Choosing To Participate: The Effects Of Message Type On Enrollment And Participation
As more services (including health services) move online, the development of communication strategies to maximize enrollment and engagement has become increasingly important. Programs like Boost Read More »
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