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Six Ways to Find Value in Twitter's Noise
Berinato, ScottArticle HBS-F1006Z-EMarketingMarketers, here's how to make good use of Twitter's rich consumer data. Due to the highly graphical nature of the Vision Statement, we offer this reprint in color, PDF format only. We recommend printing it out in color to maximize its effectiveness.Starting at €8.20
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Putting Yourself in the Customer's Shoes Doesn't Work
Hattula, Johannes; Berinato, ScottArticle HBS-F1503B-EMarketingA new series of experiments reveals that empathy tends to make marketers more egocentric.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 Mere Thought of Money Makes You Feel Less Pain
Vohs, Kathleen D.; Berinato, ScottArticle HBS-F1003F-EMarketingCan cold, hard cash actually make you feel stronger? Yes, says professor Kathleen Vohs, whose studies showed that handling money actually reduced research subjects' physical and psychological pain levels. In fact, even pictures of cash had the same effect. Her research shows that money makes people more self-sufficient and more motivated-though it also makes them less helpful, less social, and less charitable. Her findings have interesting implic...Starting at €8.20
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The More People Want Something, the Less They'll Like It
Khan, Uzma; Berinato, ScottArticle HBS-F1006E-EMarketingA new study found that denying people access to a product made them desire it more and work harder to get it-but also made them less satisfied with it. That has important implications for companies that do not meet the demand for their products.Starting at €8.20
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Commercials Make Us Like TV More
Nelson, Leif; Berinato, ScottArticle HBS-F1010E-EMarketingDo ads that break into your television programs annoy you? Surprising new research by the Haas School's Leif Nelson reveals that commercials may actually make your viewing experience more enjoyable. In recent studies he conducted, subjects rated programs with ads much higher than programs without them. The phenomenon at work here is adaptation: The longer an experience lasts, the more people get used to it, and the less they enjoy it. But if that...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