The K@W Network:
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 people more likely to share what they see.
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.
Data collected from genetic testing kits can help marketers customize products for consumers. But a new Wharton study raises red flags over ethics, privacy and the potential for misinformation.
Behavioral scientists at Wharton and Penn are studying the best communication strategies that nudge people into getting vaccinated for the flu, with implications for controlling the COVID-19 pandemic.
Whether it’s marketing a product or winning an election, change agents never succeed by forcing their beliefs on others, says Wharton’s Jonah Berger.
Shoppers are losing patience with retailers during the pandemic, according to a new study that finds significant dissatisfaction with both in-store and online purchases. Wharton’s Tom Robertson explains how retailers[…]
In a stark turnabout, the NFL is now embracing the same goals of social justice and racial equality that cost quarterback Colin Kaepernick his football career. Experts explain the change[…]
Easy returns are great for shoppers, but they are becoming a bigger financial liability for stores. New research co-authored by Wharton’s Thomas S. Robertson explains why it’s time for retailers[…]
In an excerpt from the new edition of his book 'Customer Centricity,' Wharton’s Peter Fader describes how Starbucks has pivoted in recent years to capture more information about its customers[…]
An international consumer brand challenged students to mine its data for revenue-boosting insights at a recent “Datathon” hosted by Wharton Customer Analytics.