New Research

A study has revealed that listening to a health expert reduces what consumers will pay for sugary foods but does not boost the value of healthy options.

Are influencers or movie stars better for business? Researchers tested consumer attitudes to determine the most effective endorsement strategy.

A study reveals that marketing games fail to influence buyers when they feel rushed, highlighting the limits of gamification strategies.

Why do some ads work and others fail? Brain scans offer new clues to personalized persuasion.

Before you clock in, think about your day. A new study finds this "reattachment" process sparks workplace drive.

A new study reveals how device connection and data safety shape consumer decisions to buy, keep, and expand Internet of Things systems.

A new study reveals that while empathetic AI boosts sales for healthy items, it actually lowers sales for indulgent treats.

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.