Posted in Knowledgebase, Research News on Dec 13th, 2011
STANFORD UNIVERSITY — Like politicians who adopt regional accents to appeal to local audiences, the manufacturers of potato chips vary the wording on their bags to convey their products’ authenticity in different ways to different buyers. Stanford researchers have analyzed the marketing language on bags of potato chips and found that whether you crunch an [...]
Posted in Knowledgebase, Research News on Dec 5th, 2011
STANFORD GRADUATE SCHOOL OF BUSINESS — The key to happiness lies in the choices you make, or so they say. Yet, new research by long-time collaborators Jennifer Aaker, Cassie Mogilner, and Sep Kamvar suggests that people don’t make choices based on a single or shared notion of happiness. In “How Happiness Impacts Choice,” a paper [...]
Posted in Knowledgebase, News, Research News, Stanford Business magazine on Nov 8th, 2011
STANFORD GRADUATE SCHOOL OF BUSINESS — As Americans tune in to the debate preceding the next election, some will hear hypothetical questions about candidates. You might get a phone call, for example, asking how likely you would be to vote for so-and-so if she’d hired an illegal immigrant, or if such-and-such a candidate opposed gay [...]
Posted in Knowledgebase, Research News on Aug 22nd, 2011
STANFORD GRADUATE SCHOOL OF BUSINESS — Intuition tells us advertising increases sales of products, but researchers have had a hard time proving it. A new study from Stanford Graduate School of Business focused on the 2000 U.S. presidential election to prove that point. It found that TV ads were influential enough to tip the 2000 [...]
Posted in Knowledgebase, Research News on Jul 15th, 2011
STANFORD GRADUATE SCHOOL OF BUSINESS — Imagine browsing Ferrari’s web page before going to dinner at a restaurant. Could viewing the expensive cars make you perceive prices at the restaurant as more costly than you otherwise would have? An extensive body of research says that it should. A new study from Stanford Graduate School of [...]
Posted in Knowledgebase, Research News on Jun 29th, 2011
STANFORD UNIVERSITY — Tobacco companies increased the advertising and lowered the sale price of menthol cigarettes in stores near California high schools with larger populations of African-American students, according to a new study from the Stanford University School of Medicine. Although cigarette makers have denied using race or ethnicity to target customers, the lead researcher [...]
Posted in Knowledgebase, Research News on Jun 21st, 2011
STANFORD GRADUATE SCHOOL OF BUSINESS — Accent the positive; eliminate the negative. Besides being the lyrics of an old Bing Crosby song, that phrase has been conventional wisdom for generations of marketers. After all, why would you want consumers to hear anything negative about your product? But like a lot of conventional wisdom, it doesn’t [...]
Posted in Knowledgebase, Research News on Apr 19th, 2011
STANFORD GRADUATE SCHOOL OF BUSINESS — Our search to understand what makes humans happy (or happier) goes back centuries. As does our enduring belief that if we just do the right thing, happiness will follow — that additional happiness will be doled out to us because we earned it, not due to the largess of [...]
Posted in Knowledgebase, News, Research News on Mar 14th, 2011
Social networking sites, such as Facebook and MySpace, make their money through advertising revenue generated as users click on specific pages or featured ads. So what’s the smartest strategy for network owners? Should they work to get more users and stimulate clicks? Do users with lots of friends tend to post more content, or do [...]
Posted in Knowledgebase, Research News on Mar 7th, 2011
This essay was written by Baba Shiv, Sanwa Bank, Ltd. Professor of Marketing at the Stanford Graduate School of Business Failure is a dreaded concept for most business people. But failure can actually be a huge engine of innovation for an individual or an organization. The trick lies in approaching it with the right attitude [...]
