New Research

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.

New research reveals why diversity initiatives sometimes drive existing customers away and identifies practical strategies brands can use to promote inclusion without triggering backlash.

A meta-analysis of 135 experiments finds that influencer size shapes marketing outcomes in surprising ways, with smaller influencers driving engagement and larger ones driving purchase intent.

New research across nine experiments finds political conservatives prefer baby-faced product designs more than liberals do, and purity-related moral values appear to explain the connection.

A new study finds that giving customers a free gift before they buy anything can boost spending by over 30% and strengthen loyalty, even when the gift costs very little.

New research finds that social media influencers who appear middle-aged often outperform the youngest creators, challenging the long-held belief that youth always sells.

New research reveals which salesperson qualities matter most to today's informed consumers, how those preferences shift across retail, direct-selling, and complaint scenarios, and which traits drive negative reviews.

New research reveals that salespeople driven to beat their own past performance may outwork and out-help those focused on beating colleagues, with major implications for hiring and management.

A study of 302 B2B salespeople finds that servant leadership is linked to lower turnover intentions and higher confidence, but the path to better sales performance is indirect.

A study of 381 pharmacy sales reps in Vietnam found that emotional intelligence, especially emotion regulation, was linked to stronger customer focus and better sales results.