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Resortes emocionales que cautivarán a su cliente
Andrade, Eduardo B.; Capizzani, MarioArticle ART-1971MarketingLos especialistas en marketing saben desde hace tiempo que las emociones juegan un papel importante en las decisiones de los consumidores. Pero, como indican los últimos hallazgos científicos, su influencia admite muchos más matices y es más compleja de lo que parece. Las reacciones emocionales sutiles suelen dejar más poso que las intensas; los efectos de las emociones efímeras pueden ser duraderos; a veces, la experiencia y la manifestación de ...Starting at €8.20
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Emotional Cues That Work Magic on Customers
Andrade, Eduardo B.; Capizzani, MarioArticle ART-1971-EMarketingMarketers have long understood that emotions play an important role in consumer decision making. But, as the latest scientific evidence suggests, their influence is much more nuanced and complex than many are aware: subtle, rather than intense, emotional reactions are often more persuasive; short-lived emotions can have lasting effects; the experience and expression of negative emotions can sometimes be beneficial; emotional experiences are often...Starting at €8.20
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Why Consumers Rebel Against Slogans
Laran, Juliano; Dalton, Amy N.; Andrade, Eduardo B.Article HBS-F1111C-EMarketingWhereas brand names can "prime" consumers to react positively to a product or business, slogans often backfire, because people recognize them as attempts to persuade. Marketers should be aware of this backlash and avoid messages that can be seen, even subconsciously, as manipulative.Starting at €8.20
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The Color Pink Is Bad for Fighting Breast Cancer (Spanish version)
Puntoni, Stefano; Berinato, ScottArticle HBS-F1107DMarketingProfessor Stefano Puntoni set out to prove that breast cancer awareness campaigns were more effective when they incorporated the color pink. Instead, his studies repeatedly showed that pink made women less likely to recognize their risk of cancer and less likely to donate to research. And that led him to explore the surprising effects of gender cues in marketing messages.Starting at €8.20
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The Color Pink Is Bad for Fighting Breast Cancer
Puntoni, Stefano; Berinato, ScottArticle HBS-F1107D-EMarketingProfessor Stefano Puntoni set out to prove that breast cancer awareness campaigns were more effective when they incorporated the color pink. Instead, his studies repeatedly showed that pink made women less likely to recognize their risk of cancer and less likely to donate to research. And that led him to explore the surprising effects of gender cues in marketing messages.Starting at €8.20