Psychology of Selling and Marketing
What makes customers stick with a salesperson? A study traces the path from trust to long-term commitment
A survey of 250 retail customers explores how trust, expertise, and reputation shape enjoyable interactions and perceived risk, and how those experiences connect to long-term salesperson loyalty.
When company shakeups breed envy, salespeople may cut corners and eye the exit
Organizational shakeups can spark envy among salespeople, leading to unethical behavior, customer neglect and higher quit rates. New research shows psychological resilience may be the antidote.
Study finds Instagram micro-celebrities can shift brand attitudes and buying intent through direct engagement
A new study of 435 young women finds that a micro-celebrity's level of direct engagement with followers may matter more than attractiveness or expertise in shaping brand attitudes and buying intent.
Salespeople who feel they’re making a difference may outperform those chasing commissions
A three-part study finds that salespeople driven by a sense of purpose, not just money, tend to work harder and adapt better over time, especially younger workers.
Five persuasive approaches and when each one works best for marketers
A review of 45 studies identifies five persuasive communication approaches used in marketing and maps the conditions under which each one is linked to business results.
When salespeople feel free and connected to their boss, they’re less likely to quit
New research links two basic psychological needs, autonomy and relatedness, to stronger salesperson-manager alignment. That alignment, in turn, is tied to lower intentions to quit.
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.