Research Keyword

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

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?

In a world where brands compete for our attention, creating emotional connections through anthropomorphism can make a significant impact. Professor Pankaj Aggarwal shares insights on the pros and cons of humanizing brands and how it's changing today.

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

Discover why any artwork, even an amateur drawing, can be seen as sacred and how this connection can lead to increased protection of the artwork, according to new research Rotman.

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.