Marketing RSS

Research Papers  Are we perceiving more polarization than there actually is?

Barasz, Kate; Kim, Tami; Evangelidis, Ioannis Are our inferences about Trump supporters or Brexiteers accurate? The more extreme the position, the more we may jump to faulty conclusions, says research by Kate Barasz. In an increasingly polarized world, understanding this cognitive bias is key. Read article

Research Papers  How many choices should you offer your clients?

Reutskaja, Elena; Lindner, A.; Nagel, R.; Andersen, R.A.; Camerer, C.F. Choice is good, but having too many options can be paralyzing. Using MRI machines, researchers can actually see a point at which having too many alternatives starts overwhelming our brains. The ideal number of options may be fewer than marketers think. Read article

Research Papers  Advertising Up: When Regular Brands Go for Premium Advertising

Guitart, Iván; González, Jorge; Stremersch, Stefan Can premium-ad techniques be persuasive to sell non-premium products? A study of more than 2,000 car commercials homes in on the practice of "advertising up" to show when it boosts sales -- and when it backfires. Read article

Latest IESE documents

Experiential Product Framing and Its Influence on the Creation of Consumer Reviews Gallo, Iñigo; Townsend, Claudia; Alegre, Inés
Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness Kim, Tami; Barasz, Kate; John, Leslie K.
Pangea: la tienda de viajes más grande del mundo O'Donnell, T.S.; Nueno, José Luis