MARKETING

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 ...

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, ...

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...

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...

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...

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...

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...

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...

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...

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...