We point to a fundamental inconsistency in the emerging market strategies of multinational firms. On the one hand, they seek billions of new consumers in the emerging markets of China, India, Indonesia, and Latin America; on the other, their marketing programs are scarcely adapted for these...

Online crowdfunding is a popular new tool for raising capital to commercialize product innovation. Product innovation must be both novel and useful (1-4). Therefore, we study the role of novelty and usefulness claims on Kickstarter. Startlingly, we find that a single claim of novelty increases...

Many new products (e.g., PDA phones) share features with multiple categories, but are also substantially different from each of these categories. When consumers encounter such a product, they may create a new subcategory (e.g., smart phones) to accommodate it. In such situations, consumers must...

A print ad was designed where the hue, chroma (saturation), and value (lightness) of the color in the ad were manipulated in a 2 x 2 x 2 between subjects design. The results revealed that differences in chroma and value had significant effects on feelings of arousal and relaxation, respectively....

The value and importance of creativity has been well established in the business world. The effective fostering of creativity, however, remains a somewhat elusive goal for most organizations. Using the context of product design, we examine three factors that are likely to have an important...

We suggest that existing research does not fully recognize the potential importance of affective experience in consumer decision-making and judgment. The dominant view suggests that affective cues tend to have an impact on judgment primarily when consumers are either less motivated to be...

Global segments (e.g., business executives, MTV-nurtured teenagers) evolve from worldwide-shared activities that over time shape customer expectations. We argue that homogenization of expectations in global segments is not perfect. We identify forces that drive customer expectations towards...