Marketing

Curbing Clutter: Why Do We Hold On to Things We Never Use?

Products often become clutter when consumers save them for special occasions that never arrive. Wharton’s Jonah Berger explains why marketers may want to avoid making items seem too special or exclusive.

One Person, Many Needs: How Customer Centricity Has Changed

Wharton faculty offer advice on how companies can keep up with the complex demands of consumers by adopting a modern approach to customer lifetime value.

How Language Boosts Customer Satisfaction

Using more concrete language can improve customer satisfaction, according to new research from Wharton marketing professor Jonah Berger.

How to Increase Interest in Government Benefits

Americans would be more likely to claim billions in untapped federal aid if they felt psychological ownership over those benefits, according to a new study from Wharton’s Wendy De La[…]

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[…]

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