The K@W Network:
Wharton’s Raghuram Iyengar explains three major challenges to omnichannel marketing and what firms can do to overcome them.
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.
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.
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.
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[…]
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[…]
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[…]
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[…]
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[…]
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.