This research demonstrates that visual product depictions within advertisements, such as the subtle manipulation of orienting a product toward a participant’s dominant hand, facilitate mental simulation that evokes motor responses. We propose that viewing an object can lead to similar...

Prior research shows that consumers stop purchasing from firms that treat them badly. In this research we show that consumers also resist firms that treat other consumers badly while favoring them. In three experiments, we demonstrate such social consciousness in the context of targeted...

This research documents systematic gender performance differences (GPD) at a top business school using a unique administrative dataset and survey of students. The findings show that women’s grades are 11% of a standard deviation lower in quantitative courses than those of men with similar...

Ads promising a desired change are ubiquitous in the marketplace. These ads typically include visuals of the starting and ending point of the promised change (“before/after” ads). “Progression” ads, which include intermediate steps in addition to starting and ending points, are much...

"What is sensory marketing and why is it interesting and also important? Krishna defines it as "marketing that engages the consumers senses and affects their behaviors." In this edited book, the authors discuss how sensory aspects of products, i.e., the touch , taste, smell, sound, and look of...

1. An introduction to sensory marketing -- 2. Does touch matter? : insights from Haptic research in marketing / Joann Peck -- 3. Touch : a gentle tutorial with implications for marketing / Roberta L. Klatzky -- 4. Understanding the role of incidental touch in consumer behavior / Andrea C....

Research has shown that brands with higher deal frequency obtain a smaller market share gain on deal and have a lower expected price. However, the level of dealing must be perceived by consumers before it can affect consumer response to promotions. Hence, perception of deal frequency may affect...

One of the key decisions a manager must make in designing a coupon promotion is to decide on the face value. In this study we examine the effects of higher face values on coupon redemption timing, category purchase timing, the mix of buyers who redeem the coupon, and purchase quantity. Data from...