New Research
Want your brand to look premium? New research suggests making your logo less dynamic
New research finds that logos conveying stillness make brands seem more premium, while motion-suggesting logos do the opposite. The effect hinges on how psychologically distant a brand feels.
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, and the reason may be psychological closeness.
A 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 billion industry still struggling to measure its own effectiveness.
Why 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 means to the consumer and how deeply they are thinking.
The 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 disappointment and lower satisfaction.
Personality-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, and mismatched approaches can actually backfire.
When 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 social media era, reversing a long-held assumption.
Correcting 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 remains a harder challenge.
Should 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 be messages that blend both approaches.
When 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 inclusion without triggering backlash.