Why the Medium Shapes the Message in Marketing
Consumers love to share their opinions, whether it’s a scathing one-star review on a hated product or telling friends about a delicious ...
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- May 10, 2022
Are Retailers Losing Money on Loyalty Programs?
Loyalty programs are a great way for companies to grab more customers by offering perks such as free shipping or unlimited refills, ...
- Apr 18, 2022
Why Online Retailers Have a ‘Need for Speed’
Few things are as frustrating for online shoppers as a lousy website. They want to add to cart, but the page won’t load or there’s too...
- Apr 19, 2021
Why Some Retailers Succeed Despite Big Disruptions
The retail industry was already in the midst of unparalleled disruption. Then came COVID-19. Wharton marketing professor Barbara Kahn is...
- Apr 6, 2021
Less Is More: Redefining the Luxury Goods Market
The 1980s is often remembered as the decade of excess. Big hair, big shoulder pads, and big jewelry were the height of fashion. Shows...
- Mar 2, 2021
What’s Mine Is Ours: How Consumption Is Changing
Technology hasn’t just changed the way consumers use goods and services, it’s also changed the way they own them. Music collections, for...
- Feb 2, 2021
What Makes Some Ads More Shareable Than Others?
In one of the more memorable commercials of Super Bowl 2020, rapper Lil Nas X and actor Sam Elliott face off in a dance duel for Cool...
- Jul 28, 2020
How Starbucks Came a Long Way on Customer Centricity
On May 25, Wharton School Press published an updated edition of Customer Centricity by Wharton marketing professor Peter Fader. In the...
- May 27, 2020
Why Consumers Are Willing to Share Personal Information on Smartphones
Nearly everyone has experienced some version of phubbing, a term to describe being snubbed by someone who is more engrossed in their...
- Mar 4, 2020
The Lobster Mac ‘n’ Cheese Mystery: Why Brands Mix High with Low
From a $2,000 tote made to look like an Ikea shopping bag to lobster macaroni and cheese, a big trend in fashion and food mixes downscale...
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