The color trick that changes how you expect products to smell, taste, and feel
New research finds that more vivid product colors lead consumers to expect stronger smells, bolder tastes, and more intense textures,...
Read moreDetailsA new framework maps how influencers, brands, and platforms all compete for long-term value
A 15-author research team proposes a new framework showing how brands, influencers, and platforms compete and collaborate in a $24...
Read moreDetailsWhy personalized ads sometimes backfire: A research review explains when tailoring messages works and when it doesn’t
Personalized ads generally boost persuasion, but a major research review reveals they can also backfire, depending on what the match...
Read moreDetailsThe common advice to avoid high customer expectations may not be backed by evidence
A meta-analysis of 150 studies and nearly 60,000 consumers challenges the long-held marketing belief that high customer expectations lead to...
Read moreDetailsPersonality-matched persuasion works better, but mismatched messages can backfire
A review of 80 studies finds that tailoring persuasion strategies to people's personality traits works far better than generic messaging,...
Read moreDetailsWhen happy customers and happy employees don’t add up: How investor signals have shifted in the social media age
A new study finds that simultaneous increases in customer and employee satisfaction are linked to lower stock returns in the...
Read moreDetailsCorrecting fake news about brands does not backfire, five-study experiment finds
New research across five experiments finds that correcting brand misinformation with fact-checking labels does not backfire, but restoring brand reputation...
Read moreDetailsShould your marketing tell a story or state the facts? A massive meta-analysis has answers
A sweeping meta-analysis of over 300 studies finds that storytelling outperforms facts in written marketing, but the real winner may...
Read moreDetailsWhen brands embrace diversity, some customers pull away — and new research explains why
New research reveals why diversity initiatives sometimes drive existing customers away and identifies practical strategies brands can use to promote...
Read moreDetailsSmaller influencers drive engagement while bigger ones drive purchases, meta-analysis finds
A meta-analysis of 135 experiments finds that influencer size shapes marketing outcomes in surprising ways, with smaller influencers driving engagement...
Read moreDetails