Research Contributor

Just because consumers are nudged to buy a product, doesn't meant they'll use it long-term. New research finds that when steered towards making a purchase, people likely abandon it sooner. What does this mean for marketers?

New research examined millions of Amazon reviews to see what effect verb tenses had on audience persuasion.

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

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.