Research Keyword

Tools like consumption tracking apps promise to protect forgetful consumers, but a new study finds they may actually increase exposure to costly fees.

TV shows don’t just boost tourism — they can influence where people go for medical treatment, new research finds. But is that the right choice?

Should traditional ad transparency laws be applied to social posts? New research suggest it could do more harm that good.

Brands that are anthropomorphized as "female" might struggle to break into new categories as consumers expect female brands to conform to gender stereotypes more than male ones, new research finds.

Why are some commercials just so bad? How will AI change advertising? And how do marketers know what I want, anyway? Professor David Soberman answers these questions and more on the latest Rotman Office Hours.

How companies plan their marketing spend can impact long-term category growth, a recent study finds.

Professor David Soberman weighs in on why popular American retailers struggle to stay in business north of the border.

Consumers are willing to pay more for the physical version of a product — even when a digital version better meets their needs. Can marketers flip the script?