Marketing RSS

Research Papers  That Missing Piece: Playing to Our Need to Complete Sets

Barasz, Kate; John, Leslie K.; Keenan, Elizabeth A.; Norton, Michael I. People don't like to leave things incomplete. So, how might framing things in "pseudo sets" nudge or otherwise affect people's choices at the moment of decision? IESE's Kate Barasz and co-authors investigate. Read article

Research Papers  Heart Over Head: How to Sell an Experience

Gallo, Iñigo; Sood, Sanjay; Mann, Thomas; Gilovich, Tom What would make a better gift for the graduating college student in your life: a new laptop or an exotic getaway? And as a marketer, what tactics can be used to sell one option or the other? The rules for experiential marketing, insists IESE's Iñigo Gallo, are completely different from those for marketing material goods. Read article

Articles and Opinion  To Get People to Pay, Understand How They Think: The Psychology of Pricing Premium

Raghubir, Priya In a world of contactless payment, rewards programs and deep discounts, our perceptions of money are changing. Drawing on concepts from behavioral economics and the author's own research on money matters, this article helps companies gain a clearer focus in today's turbid pricing environment. Read article
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