Marketing

How to Optimize Your Omnichannel Marketing Strategy

Wharton’s Raghuram Iyengar explains three major challenges to omnichannel marketing and what firms can do to overcome them.

From Facts to Fake News: How Information Gets Distorted

Information becomes biased and more negative as it’s retold from person to person, according to new research from Wharton that sheds light on the dangers of distortion.

Do You Prefer Cats or Dogs? Why Self-expression Increases Giving

People donate more to charity and tip more when they are given a chance to express themselves through choices, according to a new study co-authored by Wharton’s Jonah Berger.

Why Canada Took the Top Spot on This Year’s ‘Best Countries’ List

Wharton’s David Reibstein explains why Canada, the U.S. and South Korea pulled ahead while others fell behind in the 2021 Best Countries Report.

Why Some Retailers Succeed Despite Big Disruptions

In an updated and expanded edition of her book ‘The Shopping Revolution,’ Wharton’s Barbara Kahn examines the retailers that have been most successful during the pandemic and in the face[…]

Want to Make Retail Customers Happy? Give Them a ‘Wow’ Experience

What defines a “wow” depends on the shopper and type of store, but hassle-free customer support is at the top of the list, according to a recent study from Wharton’s[…]

Less Is More: Redefining the Luxury Goods Market

Conspicuous consumption is giving way to a new ethos called "minimalist luxury." Wharton’s Pinar Yildirim and Z. John Zhang explain how the makers of high-end goods can respond to this[…]

What’s Mine Is Ours: How Consumption Is Changing

Firms benefit when consumers feel they “own” a product. But in the sharing economy, goods and services are becoming more experiential and impermanent. New research co-authored by Wharton’s Deborah Small[…]

What Makes Some Ads More Shareable Than Others?

Millions tune into the NFL Super Bowl each year to watch the game’s entertaining advertisements. A new study co-authored by Wharton’s Jonah Berger shines light on the emotions that make[…]

What Makes Songs Popular? It’s All About ‘You’

Wharton marketing professor Jonah Berger explains why songs with the word “you” are more successful with consumers, and what that could mean for other products.

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