Marketing

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 Baker Retailing Center and The Verde Group.

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.

Should Your DNA Data Be Used to Sell 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.

What Will Persuade People to Take a Vaccine?

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.

How to Get Voters Off the Fence? With a Soft Touch

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.

How Retailers Can Salvage Customer Loyalty

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[…]

Rebranding the NFL: How the League Shifted Its Message on Racial Justice

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[…]

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