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Show Results For
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All HBS Web
(1,667)
- People (1)
- News (242)
- Research (1,264)
- Events (3)
- Multimedia (2)
- Faculty Publications (730)
- Article
The Social Utility of Feature Creep
By: Debora V. Thompson and Michael I. Norton
Previous research shows that consumers frequently choose products with too many features that they later find difficult to use. Our research shows that this seemingly suboptimal behavior may in fact confer benefits when factoring in the social context of consumption....
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Keywords:
Impression Management;
Social Influence;
Conspicuous Consumption;
Signaling;
Product Features;
Consumer Behavior;
Information Technology;
Experience and Expertise;
Status and Position
Thompson, Debora V., and Michael I. Norton. "The Social Utility of Feature Creep." Journal of Marketing Research (JMR) 48, no. 3 (June 2011): 555–565.
- 14 May 2008
- Research & Ideas
Getting Down to the Business of Creativity
narrowly defined product space," Tripsas says. "Suppliers, complementary producers, distribution channels, and consumers must often develop new capabilities, beliefs, and behaviors for the product...
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- June 2020
- Case
Jill Draeger
By: Howard H. Stevenson and Michael J. Roberts
The Jill Draeger case is designed as an introduction to a general course on entrepreneurship. It is appropriate for many levels of students. It attempts to portray the archetype of opportunity-focused, resource-constrained behavior that is the hallmark of...
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Keywords:
Entrepreneurship;
Personal Development and Career;
Opportunities;
Negotiation;
Agreements and Arrangements;
Risk Management
Stevenson, Howard H., and Michael J. Roberts. "Jill Draeger." Harvard Business School Brief Case 920-578, June 2020.
- 20 Aug 2018
- Research & Ideas
Bargain Hunters Beware: A Store's 'Original Price' Might Not Be After All
PeopleImages Sale! Even the word is enough to send a flutter through the hearts of certain shoppers, who salivate in anticipation of scoring a discount off a product’s original price. Few consumers stop to think, however, that the only...
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- Research Summary
Current Research
By: Leslie K. John
Professor John is a behavioral scientist who uses both laboratory and field experiments to investigate questions that are at the intersection of marketing, organizational behavior, and public policy.
Professor John’s work has been published in leading... View Details
- Teaching Interest
Managing Service Operations - MBA Elective Curriculum
By: Ryan W. Buell
World-class service organizations deeply understand the needs and behaviors of their customers, and design, manage, and improve their operating models accordingly. This course investigates the distinct challenges inherent in leading service operations, which make up... View Details
- September 2014
- Article
Structural Models of Complementary Choices
By: Steven T. Berry, Ahmed Khwaja, Vineet Kumar, Andres Musalem, Kenneth C. Wilbur, Greg Allenby, Bharat Anand, Pradeep K. Chintagunta, W. Michael Hanemann, Przemyslaw Jeziorski and Angelo Mele
Complementary choices are important and pervasive yet occasionally elusive. Single consumers make complementary choices in purchase decisions (e.g., chips and salsa), product inter-operabilities (smartphones and networks), and dynamic decisions (current exercise and...
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Berry, Steven T., Ahmed Khwaja, Vineet Kumar, Andres Musalem, Kenneth C. Wilbur, Greg Allenby, Bharat Anand, Pradeep K. Chintagunta, W. Michael Hanemann, Przemyslaw Jeziorski, and Angelo Mele. "Structural Models of Complementary Choices." Marketing Letters 25, no. 3 (September 2014): 245–256.
- May 2020
- Article
Digitizing Disclosure: The Case of Restaurant Hygiene Scores
By: Weijia (Daisy) Dai and Michael Luca
Collaborating with Yelp and the city of San Francisco, we revisit a canonical example of quality disclosure by evaluating and helping to redesign the posting of restaurant hygiene scores on Yelp.com. We implement a two-stage intervention that separately identifies...
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Keywords:
Corporate Disclosure;
Consumer Behavior;
Knowledge Dissemination;
Food and Beverage Industry
Dai, Weijia (Daisy), and Michael Luca. "Digitizing Disclosure: The Case of Restaurant Hygiene Scores." American Economic Journal: Microeconomics 12, no. 2 (May 2020): 41–59.
- January 2002 (Revised September 2022)
- Case
Aqualisa Quartz: Simply a Better Shower
By: Youngme E. Moon and Kerry Herman
Harry Rawlinson is managing director of Aqualisa, a major U.K. manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of...
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Keywords:
Problems and Challenges;
Product Launch;
Consumer Behavior;
Product Positioning;
Technological Innovation;
Decision Choices and Conditions;
Sales;
Strategy;
Consumer Products Industry;
Consumer Products Industry;
United Kingdom
Moon, Youngme E., and Kerry Herman. "Aqualisa Quartz: Simply a Better Shower." Harvard Business School Case 502-030, January 2002. (Revised September 2022.)
- 2022
- Working Paper
A Preference for Revision Absent Objective Improvement
By: Ximena Garcia-Rada, Leslie K. John, Ed O’Brien and Michael I. Norton
From downloading never-ending updates to tracking ever-newer releases, consumers today are surrounded by revised offerings that purport to have improved upon what was previously available. Although revising things often makes them better, the current research reveals...
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Keywords:
Product Change;
Versioning;
Expectancy Effects;
Heuristics;
Intuitive Processing;
Product Marketing;
Change;
Perception;
Consumer Behavior
Garcia-Rada, Ximena, Leslie K. John, Ed O’Brien, and Michael I. Norton. "A Preference for Revision Absent Objective Improvement." Harvard Business School Working Paper, No. 19-087, February 2019. (Revised February 2022. Revise and resubmit, Journal of Marketing Research.)
- September 2014
- Article
The Interrelationships Between Brand and Channel Choice
By: Scott Neslin, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef and Z. John Zhang
We propose a framework for the joint study of the consumer's decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search...
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Keywords:
Brand Choice;
Channel Choice;
Utility Theory;
Marketing;
Decision Choices and Conditions;
Consumer Behavior;
Learning;
Electronics Industry;
Auto Industry;
Information Technology Industry;
Telecommunications Industry;
Aerospace Industry
Neslin, Scott, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef, and Z. John Zhang. "The Interrelationships Between Brand and Channel Choice." Marketing Letters 25, no. 3 (September 2014): 319–330.
- winter 2009
- Journal Article
Interactivity's Unanticipated Consequences for Markets and Marketing
By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more...
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Keywords:
Communication Intention and Meaning;
Interactive Communication;
Marketing Communications;
Consumer Behavior;
Social and Collaborative Networks;
Online Technology
Deighton, John A., and Leora Kornfeld. "Interactivity's Unanticipated Consequences for Markets and Marketing." Journal of Interactive Marketing 23, no. 1 (winter 2009): 2–12. (First Runner-up and Winner of an Honorable Mention for the Best Paper published in the Journal of Interactive Marketing in 2009.)
- 15 May 2013
- Research & Ideas
From McRibs to Maseratis: The Power of Scarcity Marketing
Editor's note: Think money can't buy happiness? Behavioral economists Elizabeth Dunn and Michael Norton beg to differ. It actually can, they say—but only if we spend it the right way. In their book released this week, Happy Money: The...
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Keywords:
Re: Michael I. Norton
- 2018
- Working Paper
Shipping Fees and Product Assortment in Online Retail
By: Chaoqun Chen and Donald Ngwe
Shipping fees are an important aspect of online retail for both consumers and sellers. A common fee structure is contingent free shipping, in which consumers are granted free shipping for basket sizes above a minimum value and are charged a flat fee for orders below...
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Keywords:
Shpping Fee;
E-commerce;
Multi-category Demand;
Search Costs;
Shipping Membership;
Spending;
Consumer Behavior;
Retail Industry
Chen, Chaoqun, and Donald Ngwe. "Shipping Fees and Product Assortment in Online Retail." Harvard Business School Working Paper, No. 19-034, September 2018.
- July 20, 2016
- Article
To Increase Sales, Get Customers to Commit a Little at a Time
By: Frank V. Cespedes and David Hoffeld
This article discusses what behavioral research does and does not tell us about factors that aid the "closing" of a sales call.
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Cespedes, Frank V., and David Hoffeld. "To Increase Sales, Get Customers to Commit a Little at a Time." Harvard Business Review (website) (July 20, 2016).
- 15 Jun 2021
- Cold Call Podcast
IKEA Navigates the Future While Staying True to its Culture
- 29 Mar 2017
- Research & Ideas
The Story of Why Humans Are So Careless With Their Phones
'Be Careless with That!' Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions ABOUT THE AUTHOR Comics journalist Josh Neufeld is the writer/artist of The New York Times bestseller A.D.: New Orleans After the...
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- March 2020
- Article
The Role of Numbers in the Customer Journey
By: Shelle Santana, Manoj Thomas and Vicki Morwitz
At each stage in customers’ journeys, they encounter different types of numeric information that they process using different judgment strategies. Relevant numbers might include budgets, price, product attributes, product counts, product ratings, numbers in brand...
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Keywords:
Numbers;
Heuristics;
Numerical Cognition;
Pricing;
Customer Journey;
Information;
Consumer Behavior
Santana, Shelle, Manoj Thomas, and Vicki Morwitz. "The Role of Numbers in the Customer Journey." Journal of Retailing 96, no. 1 (March 2020): 138–154.
- February 2021 (Revised May 2021)
- Case
SafeGraph: Selling Data as a Service
By: Ramana Nanda, Abhishek Nagaraj and Allison Ciechanover
Set in January 2021, the CEO of SafeGraph, a four-year-old startup that sold Data as a Service, looked to the future. His aim was to become the most trusted source for data about a physical place. The company provided points of interest (POI) and foot traffic data on...
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Keywords:
Data As A Service;
Monetization;
Pricing;
Business Startups;
Analytics and Data Science;
Consumer Behavior;
Analysis;
Business Model;
Health Pandemics;
Information Industry;
United States
Nanda, Ramana, Abhishek Nagaraj, and Allison Ciechanover. "SafeGraph: Selling Data as a Service." Harvard Business School Case 821-082, February 2021. (Revised May 2021.)
- 2022
- Book
Purpose + Profit: How Business Can Lift Up the World
By: George Serafeim
The roadmap and best practices to reap the enormous value that can emerge when your business prioritizes social and environmental goals—such as climate change, diversity and inclusion, and sustainability—right alongside the pursuit of profit.
We not only... View Details
We not only... View Details
Keywords:
ESG (Environmental, Social, Governance) Performance;
Profitability;
Business And Society;
Organizations;
Mission and Purpose;
Goals and Objectives;
Social Issues;
Environmental Sustainability;
Value Creation;
Organizational Change and Adaptation
Serafeim, George. Purpose + Profit: How Business Can Lift Up the World. New York: HarperCollins Leadership, 2022.