Research by Topics

15 reasons you should read this article!

Sep, 2023 | Article

In the realm of persuasion, people generally believe that more is better. But that isn’t always true: Over-arguing can also trigger a negative response.

Ask our experts: Can you change people's behaviour?

Aug, 2023 | Video

Can you just pay people to change? Why are new year's resolutions so hard? And is a carrot better than a stick? Professor Dilip Soman answers your questions in our new video series, Rotman Office Hours.

Retailers can offset revenue lost from returns with gift cards

Aug, 2023 | Article

Sending the shoes back? How about this lovely gift card? To address the US$816 billion in lost revenue, retailers should look at improving their cross-selling efforts, new research finds.

When you have a new product launch, should you go big or more targeted?

Jun, 2023 | Article

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

How historical memories shape consumer choices

May, 2023 | Article

Nearly a century later, the Second World War conflict between Japan and China is still having an impact on brand sales, a new study finds. With such a lasting influence, how can brands navigate historical events?

One consumer group has the power to influence product pricing, research reveals

May, 2023 | Opinion

More and more consumers are engaging in showrooming, the practice of visiting brick-and-mortar retail stores to research a product before buying it elsewhere at a lower price.

First Target, then Nordstrom — why do big retailers keep failing in Canada?

Apr, 2023 | Opinion

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

Why it's time to lead a less digital lifestyle

Mar, 2023 | Podcast

The internet can't save us...and in some cases, it actually made things worse. On the latest Visiting Experts, David Sax explores the myth of a digital utopia, and why it might be time to ditch the smartphone (at least temporarily).