Marketing RSS

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

Research Papers  Money Matters: Memory and the Psychology of Spending

Raghubir, Priya; Capizzani, Mario; Srivastava, Joydeep Knowing the value of money is one thing. Spending it according to that value is another. Research by IESE's Mario Capizzani and co-authors confirms that we tend to hold biases about different forms of cash and that our memory also affects how much we spend. Read article

Latest IESE documents

La creatividad en la obra de Antoni Gaudí Massague, Mireia; Figuerola, Pere Jordi; Rosich, Marc; Nueno, José Luis
Descubrir Oliver, Xavier
Pseudo-Set Framing Barasz, Kate; John, Leslie K.; Keenan, Elizabeth A.; Norton, Michael I.
Benefits of Registration
  •  Receive IESE Insight newsletter and alerts
  •  Read exclusive documents
View all benefits
Case Forum
Participate