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.

Consumers who spend more time deliberating about a product are more likely to make the most out of their purchase, new research finds.

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.

When it comes to issues, we're more likely to share our views of support than of opposition. New research from Rotman's Rhia Catapano sheds light on the psychological reasons why.

As social animals, we have a strong incentive to fit in. Companies and governments looking to nudge behaviour in one direction or another can tap into our desire for social approval in order to drive positive social change.