Marketing

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 people more likely to share what they see.

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[…]

The High Cost of Returns: Should Retailers Rethink Their Policies?

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[…]

How Starbucks Came a Long Way on Customer Centricity

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[…]

Datathon Challenge: How to Boost Sales for a Global Retailer

An international consumer brand challenged students to mine its data for revenue-boosting insights at a recent “Datathon” hosted by Wharton Customer Analytics.

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