People and Research Research Insights

Marketing

Do Expert Reviewers Really Make an Impact on Consumers?
Dr. Xi Li
Do Expert Reviewers Really Make an Impact on Consumers?

Journal of Consumer Research, forthcoming

Online reviews are as important as personal recommendations, and most are written by consumers. But how do reviewers differ from each other, and how are we influenced by them?

The Effects of Quota Frequency: Sales Performance and Product Focus
Dr. Dongkyu Chang
The Effects of Quota Frequency: Sales Performance and Product Focus

Management Science, forthcoming

Firms often struggle with designing the best compensation scheme to incentivize their employees. We ask, what is the optimal evaluation frequency to best motivate salespeople?

Targeted Advertising and Consumer Inference
Dr. Jung Ju Yu
Targeted Advertising and Consumer Inference

Marketing Science, December 2020

Consumers tend to ignore ads on TV but take notice of ads on Facebook. So how should firms cope with competition in targeted advertising?

The Beneficial Effects of Ad Blockers
Dr. Stylianos Despotakis
The Beneficial Effects of Ad Blockers

Management Science, June 2020

This study of a game-theoretic model finds that, surprisingly, sometimes it is actually to the benefit of platforms to allow ad blockers.

 A “Branded House” or a “House of Brands?”
Dr. Jung Ju Yu
A “Branded House” or a “House of Brands?”

Marketing Science, May 2020

When entering a new product market should a firm continue to use an existing brand name or adopt a new one? 

Fatal Attraction: the Role of the Celebrity Endorser
Dr. Chi Wong
Fatal Attraction: the Role of the Celebrity Endorser

Journal of Marketing Research, April 2020

Why have controversial celebrity endorsers proved successful in endorsement campaigns? We take a closer look at our attitudes to the rich and famous

The Surprising Advantage of Writing Imprecisely
Dr. Xu Zheng
The Surprising Advantage of Writing Imprecisely

Journal of Marketing, March 2020

In writing contracts, every word matters. Or does it? New research suggests that contracts are often deliberately ambiguous 

The Influence of Product Anthropomorphism On Consumers
Dr. Chi Wong
The Influence of Product Anthropomorphism On Consumers

Journal of Consumer Research, February 2020

When products are presented in a humanized manner, consumers tend to see them as an organic whole, but what effect does this have on our judgment?

Transparency of Behaviour-Based Pricing
Dr. Xi Li
Transparency of Behaviour-Based Pricing

Journal of Marketing Research, February 2020

To protect customer privacy and welfare, advocates worldwide are calling for regulations that mandate disclosure of data collection practices. However, do consumers necessarily benefit from such transparency? 

Does the “Sustainability Claim” Affect Product and Service Sales?
Dr. Chi Wong
Does the “Sustainability Claim” Affect Product and Service Sales?

Journal of Marketing, 2020

As companies embrace sustainability, they are transforming products and services to reduce negative impacts. But do sustainability claims increase sales?