Research Keyword

Big spikes in pricing can cause a lot of shopper outrage. Presenting consumers with the reasons behind the surge can mitigate the backlash…to an extent.

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.

Forget likeability and excitement — to improve performance and reduce errors, managers should pair colleagues who've successfully completed a project together in the past.

Are you ready to ditch the mask? As the world opens back up, and we take on the task of determining our personal risk tolerance, how can we evaluate whether our decisions are sound? Professor Sam Maglio weighs in in this Rotman Magazine sneak peek.

When it comes to customer retention, familiarity trumps radical reinvention. Roger Martin explores how to do it properly in his latest book.

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.

If rationality leads to better choices in our personal and public lives — and is the ultimate drive of social justice and moral progress — why does so much of human behaviour seem to defy logic? Harvard professor Steven Pinker shares insights from his latest book.