New Research

Does listening help you persuade? Research finds that while it increases likability, it does not make an argument more effective.

New research reveals how emotional dissonance drives online returns and why the holidays make shoppers less critical of high prices.

Getting to "yes" is visible in the brain. A new study shows that persuasion relies on neural coupling, predicting outcomes better than surveys.

Selling on a livestream? Your background matters. New data reveals how aligning virtual environments with product types alters consumer psychology.

Marketers have long debated the power of emotion versus logic. Research from the University of Chieti-Pescara suggests the preference depends on your brain’s resting connectivity, which predisposes you to favor specific types of messaging before you even read...

Go beyond the deals to understand the psychology of Black Friday. This article breaks down key research on what truly motivates shoppers, from the thrill of the hunt and emotional triggers to the powerful fear of missing out...

Does putting employees first hurt the bottom line? A study of 120 firms suggests servant leadership increases staff cooperation but may inadvertently lower profitability.

You have perfect data, but is your presentation order undermining you? Psychologists recently demonstrated that persuasion is a dynamic process where the specific arrangement of information triggers cognitive shifts that fundamentally change how an audience interprets your message.

A recent study found a surprising U-shaped link between personality and career advancement. It suggests those with either very high or very low levels of so-called "nightmare traits" are most likely to hold leadership positions.

Do shoppers notice when stores fake their discounts? Researchers mined Twitter data to find out. The results show that price manipulation sparks intense backlash, while genuine, limited-time offers successfully drive positive engagement.