Marketing

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.

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.

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