Show Results For
-
All HBS Web
(4,203)
- Faculty Publications (1,391)
Show Results For
-
All HBS Web
(4,203)
- Faculty Publications (1,391)
- 1982
- Article
Correlates of Deficient Consumer Environments: The Case of the Elderly
- December 1980 (Revised April 1981)
- Case
General Electric Co.: Appliance Division Advertising
- April 1980 (Revised September 1985)
- Background Note
The Disposable Diaper Industry in 1974
- 1980
- Article
Consumer Impulse Purchase and Credit Card Usage: An Empirical Examination Using the Log Linear Model
- 1978
- Article
Perceptions of Unfair Marketing Practices: Consumerism Implications
- November 1975 (Revised October 1976)
- Case
Cross River Products
- Article
Consumer Behavior, Retailer Power and Performance in Consumer Goods Industries
- Other Unpublished Work
A Technique to Estimate Retail Demand and Lost Sales
- Teaching Interest
Agribusiness Seminar - Executive Education
- Research Summary
Business and Low Income Sectors: The Creation of Economic and Social Value
- Forthcoming
- Article
Canary Categories
- Research Summary
Consumer Decision Making and Behavioral Research
John Gourville’s research focuses on consumer behavior, especially in the areas of pricing and consumer decision making. In the area of pricing, for instance, he has looked at the role of time on how consumers interpret and react to product costs and prices.... View Details
- Research Summary
Consumer-Brand Relationships and CRM
- Research Summary
Crowdsourced reviews
To determine whether online consumer reviews influence the way that reputation is formed, Professor Luca has combined reviews from the website Yelp.com with public restaurant data. He has shown that a one-star increase in Yelp ratings results in a 5- to 9-percent... View Details
- Research Summary
Current Research
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
- Forthcoming
- Article
Differentiating on Diversity: How Disclosing Workforce Diversity Influences Consumer Choice
- Teaching Interest
Digital Marketing Strategy
When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details
- Forthcoming
- Article
Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals
- Teaching Interest
Driving Digital Strategy (DIGS)
- Forthcoming
- Article