Research Keyword

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?

When we humanize brands, it changes how we see them. Professor Pankaj Aggarwal dives into how and why we anthropomorphize brands, and why it matters.

Go ahead, buy that new gizmo or toy. A new study challenges the notion that experiences bring greater joy than physical objects.

All art can be seen as sacred, and when it is people are more likely to protect it. To achieve this, new research suggests highlighting the work's historical and spiritual significance.

There's good reason to chase those digital stars. Even though online reviews are highly personal and subjective, they have an outsized impact on consumer behaviour.

COVID-19 changed the way people shop, and 40 per cent of consumers believe brands didn't step up to address those evolving needs. Accenture's Ryan McCracken breaks down what motivates them to buy now.

Online reviews matter more than ever. Yet as a new U of T study shows, not all customer reviews have the same impact. When it comes to paying for experiences versus objects, people would rather be told what to buy than what to do.

Online reviews have become substitutes for traditional advertising in the hotel industry, a new study finds.