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- All HBS Web (319)
- Faculty Publications (177)
Show Results For
- All HBS Web (319)
- Faculty Publications (177)
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential...
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Keywords:
Marketing;
Brand Management;
Brands;
Brand Building;
Brand Positioning;
Competitive Positioning;
Advertising;
Marketing Communication;
Biography;
Brands and Branding;
Product Marketing;
Emerging Markets;
Network Effects;
Demand and Consumers;
Marketing Communications;
Cost vs Benefits;
Perspective;
Advertising Campaigns;
Marketing Strategy;
Apparel and Accessories Industry;
Advertising Industry;
Beauty and Cosmetics Industry;
Consumer Products Industry;
Fashion Industry;
Food and Beverage Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- Research Summary
The Effect of Hospital and Surgeon Procedure Volume on the Outcomes of Primary and Revision Total Knee Replacement: Magnitude and Mechanisms
My role in this study is to assess whether care provider coordination mediates the relationship between surgical volumes and patient outcomes. It is a study involving hundreds of hospitals and thousands of patients, and for the main study, coordination will be...
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- 2020
- Working Paper
Consumers Punish Firms That Cut Employee Pay in Response to COVID-19
By: Bhavya Mohan, Serena Hagerty and Michael Norton
Two experiments, including one incentive compatible study, examine the impact of cutting pay for executives versus employees in response to COVID-19 on consumer behavior. Study 1 explores the effect of announcing cuts or no cuts to CEO and employee pay, and shows that...
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Keywords:
Employee Furloughs;
CEO Pay Cuts;
Pay Ratios;
Purchase Intention;
Health Pandemics;
Employees;
Wages;
Executive Compensation;
Consumer Behavior
Mohan, Bhavya, Serena Hagerty, and Michael Norton. "Consumers Punish Firms That Cut Employee Pay in Response to COVID-19." Harvard Business School Working Paper, No. 21-020, August 2020.
- June 2020
- Article
Air Pollution, State Anxiety, and Unethical Behavior: A Meta-Analytic Review
By: J Lu, J. Lee, F. Gino and A. Galinsky
Lu, Lee, Gino, and Galinsky (2018) reported four studies demonstrating that air pollution predicted unethical behavior and that one mediating mechanism was state anxiety. In contrast, Heck and colleagues reported two null-effect studies on air pollution, trait...
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Lu, J., J. Lee, F. Gino, and A. Galinsky. "Air Pollution, State Anxiety, and Unethical Behavior: A Meta-Analytic Review." Psychological Science 31, no. 6 (June 2020): 748–755.
- Article
Thin Slices of Workgroups
By: Patricia Satterstrom, Jeffrey T. Polzer, Lisa Kwan, Oliver P. Hauser, Wannawiruch Wiruchnipawan and Marina Burke
In this paper, we explore whether perceivers can accurately assess the effectiveness of groups, how perceivers use group properties to inform their judgment, and the contextual and individual differences that allow some perceivers to be more accurate. Across seven...
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Keywords:
Group Perception;
Group Effectiveness;
Thin Slices;
Social Sensitivity;
Attentional Focus;
Groups and Teams;
Performance Effectiveness;
Perception
Satterstrom, Patricia, Jeffrey T. Polzer, Lisa Kwan, Oliver P. Hauser, Wannawiruch Wiruchnipawan, and Marina Burke. "Thin Slices of Workgroups." Organizational Behavior and Human Decision Processes 151 (March 2019): 104–117.
- 2014
- Article
The Burden of Guilt: Heavy Backpacks, Light Snacks, and Enhanced Morality
By: M. Kouchaki, F. Gino and A. Jami
Drawing on the embodied simulation account of emotional information processing, we argue that the physical experience of weight is associated with the emotional experience of guilt and thus that weight intensifies the experience of guilt. Across four studies, we found...
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Kouchaki, M., F. Gino, and A. Jami. "The Burden of Guilt: Heavy Backpacks, Light Snacks, and Enhanced Morality." Journal of Experimental Psychology: General 143, no. 1 (February 2014): 414–424.
- January 2013
- Article
'I'll Have One of Each': How Separating Rewards into (Meaningless) Categories Increases Motivation
By: F. Gino and S. Wiltermuth
We propose that separating rewards into categories can increase motivation, even when those categories are meaningless. Across six experiments, people were more motivated to obtain one reward from one category and another reward from another category than they were to...
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Keywords:
Motivation and Incentives
Gino, F., and S. Wiltermuth. "'I'll Have One of Each': How Separating Rewards into (Meaningless) Categories Increases Motivation." Journal of Personality and Social Psychology 104, no. 1 (January 2013): 1–13.
- Article
The Persuasive 'Power' of Stigma?
By: Michael I. Norton, Elizabeth W. Dunn, Dana R. Carney and Dan Ariely
We predicted that able-bodied individuals and white Americans would have a difficult time saying no to persuasive appeals offered by disabled individuals and black Americans, due to their desire to make such interactions proceed smoothly. In two experiments, we show...
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Keywords:
Persuasion;
Stigma;
Interactions;
Interracial Relations;
Power and Influence;
Personal Characteristics;
Interpersonal Communication;
Attitudes
Norton, Michael I., Elizabeth W. Dunn, Dana R. Carney, and Dan Ariely. "The Persuasive 'Power' of Stigma?" Organizational Behavior and Human Decision Processes 117, no. 2 (March 2012): 261–268.
- Research Summary
3. Emergence and Early Growth of a New Venture in an Unfriendly Environment: The Role of a Business Group
Abstract: How can an established organization ease the emergence and early growth of a new venture in an unfriendly environment? To answer this question, I describe and analyze the foundation and early life of two biotechnology start-ups at the... View Details
- 2024
- Working Paper
Consumer Inertia and Market Power
By: Alexander MacKay and Marc Remer
We study the pricing decisions of firms in the presence of consumer inertia. Inertia, which can arise from habit formation, brand loyalty, and switching costs, generates dynamic pricing incentives. These incentives mediate the impact of competition on market power in...
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Keywords:
Consumer Inertia;
Market Power;
Dynamic Competition;
Demand Estimation;
Consumer Behavior;
Markets;
Performance;
Competition;
Price
MacKay, Alexander, and Marc Remer. "Consumer Inertia and Market Power." Harvard Business School Working Paper, No. 19-111, April 2019. (Revised January 2024. Direct download.)
- Article
Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships
By: Irene Consiglio, Daniella Kupor, Francesca Gino and Michael I. Norton
We document the existence and consequences of brand flirting: a short-lived experience in which a consumer engages with and/or indulges in the alluring qualities of a brand without committing to it. We propose that brand flirting is exciting and that when consumers...
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Consiglio, Irene, Daniella Kupor, Francesca Gino, and Michael I. Norton. "Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships." Journal of Consumer Psychology 28, no. 1 (January 2018): 5–22.
- December 2012
- Article
Bolstering and Restoring Feelings of Competence via the IKEA Effect
By: Daniel Mochon, Michael I. Norton and Dan Ariely
We examine the underlying process behind the IKEA effect, which is defined as consumers' willingness to pay more for self-created products than for identical products made by others, and explore the factors that influence both consumers' willingness to engage in...
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Mochon, Daniel, Michael I. Norton, and Dan Ariely. "Bolstering and Restoring Feelings of Competence via the IKEA Effect." International Journal of Research in Marketing 29, no. 4 (December 2012): 363–369.
- March 2010
- Article
The Desire to Win: The Effects of Competitive Arousal on Motivation and Behavior
By: Deepak Malhotra
The paper theoretically elaborates and empirically investigates the "competitive arousal" model of decision making, which argues that elements of the strategic environment (e.g., head-to-head rivalry and time pressure) can fuel competitive motivations and behavior....
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Keywords:
Decision Making;
Auctions;
Bids and Bidding;
Behavior;
Motivation and Incentives;
Personal Characteristics;
Competition
Malhotra, Deepak. "The Desire to Win: The Effects of Competitive Arousal on Motivation and Behavior." Organizational Behavior and Human Decision Processes 111, no. 2 (March 2010): 139–146.
- October 2012
- Case
Designing a Culture of Collaboration at Lake Nona Medical City
By: Amy C. Edmondson, Sydney Ribot and Tiona Zuzul
Describes Lake Nona, a 7,000-acre residential and research cluster in central Florida, and its process and innovation culture, and Lake Nona Institute, the organization behind the planning and governance of this new eco-friendly community. Emphasis is placed on the...
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Keywords:
Collaboration;
Innovation;
Health Care;
Real Estate;
Entrepreneurship;
Collaborative Innovation and Invention;
Governance;
Real Estate Industry;
Florida
Edmondson, Amy C., Sydney Ribot, and Tiona Zuzul. "Designing a Culture of Collaboration at Lake Nona Medical City." Harvard Business School Case 613-022, October 2012.
- June 2020
- Article
The Isolated Choice Effect and Its Implications for Gender Diversity in Organizations
By: Edward H. Chang, Erika L. Kirgios, Aneesh Rai and Katherine L. Milkman
We highlight a feature of personnel selection decisions that can influence the gender diversity of groups and teams. Specifically, we show that people are less likely to choose candidates whose gender would increase group diversity when making personnel selections in...
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Keywords:
Behavior And Behavioral Decision Making;
Organizational Studies;
Decision Analysis;
Economics;
Decision Making;
Behavior;
Analysis;
Organizations;
Diversity;
Gender
Chang, Edward H., Erika L. Kirgios, Aneesh Rai, and Katherine L. Milkman. "The Isolated Choice Effect and Its Implications for Gender Diversity in Organizations." Management Science 66, no. 6 (June 2020): 2752–2761.
- Article
Positioning Brands Against Large Competitors to Increase Sales
By: Neeru Paharia, Jill Avery and Anat Keinan
We explore the effect of having a large dominant competitor and show the conditions under which focusing on a competitive threat, rather than hiding it, can actually help a brand. We demonstrate through lab and field studies that highlighting a large competitor's size...
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Keywords:
Brands;
Brand Management;
Brand Positioning;
Competitive Positioning;
Brands and Branding;
Marketing;
Marketing Strategy;
Consumer Products Industry;
Retail Industry;
Food and Beverage Industry;
Air Transportation Industry;
United States
Paharia, Neeru, Jill Avery, and Anat Keinan. "Positioning Brands Against Large Competitors to Increase Sales." Journal of Marketing Research (JMR) 51, no. 6 (December 2014): 647–656. (Lead article.)
- May 2013
- Article
Sweatshop Labor Is Wrong Unless the Shoes Are Cute: Cognition Can Both Hurt and Help Motivated Moral Reasoning
By: Neeru Paharia, Kathleen Vohs and Rohit Deshpandé
The present research investigated the dual role of cognition as either an enabler of moral reasoning or self-interested motivated reasoning for endorsing sweatshop labor. Experiment 1A showed motivated reasoning: participants were more likely to endorse the use of...
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Paharia, Neeru, Kathleen Vohs, and Rohit Deshpandé. "Sweatshop Labor Is Wrong Unless the Shoes Are Cute: Cognition Can Both Hurt and Help Motivated Moral Reasoning." Organizational Behavior and Human Decision Processes 121, no. 1 (May 2013): 81–88.
- January 2013
- Article
Not Just for Stereotyping Anymore: Racial Essentialism Reduces Domain-General Creativity
By: Carmit Tadmor, Melody Chao, Ying-yi Hong and Jeff Polzer
Individuals who believe that racial groups have fixed underlying essences use stereotypes more than do individuals who believe that racial categories are arbitrary and malleable social-political constructions. Would this essentialist mind-set also lead to less...
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Tadmor, Carmit, Melody Chao, Ying-yi Hong, and Jeff Polzer. "Not Just for Stereotyping Anymore: Racial Essentialism Reduces Domain-General Creativity." Psychological Science 24, no. 1 (January 2013).
- 2010
- Article
Budgeting, Psychological Contracts, and Budgetary Misreporting
By: Susanna Gallani, Ranjani Krishnan, Eric J. Marinich and Michael D. Shields
This study examines the effect of psychological contract breach on budgetary misreporting. Psychological contracts are mental models or schemas that govern how employees understand their exchange relationships with their employers. Psychological contract breach leads...
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Gallani, Susanna, Ranjani Krishnan, Eric J. Marinich, and Michael D. Shields. "Budgeting, Psychological Contracts, and Budgetary Misreporting." Management Science 65, no. 6 (June 2019): 2924–2945.
- June 2023
- Article
National Customer Orientation: An Empirical Test across 112 Countries
By: Ofer Mintz, Imran S. Currim and Rohit Deshpandé
Customer orientation is a central tenet of marketing. However, less is known about how customer orientation varies across countries and time. Mintz, Currim, and Deshpandé (Eur. J. Mark., 56: 1014–1041, 2022) propose a country-level construct, national customer...
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Mintz, Ofer, Imran S. Currim, and Rohit Deshpandé. "National Customer Orientation: An Empirical Test across 112 Countries." Marketing Letters 34, no. 2 (June 2023): 189–204.