Research Keyword

Brands that are anthropomorphized as "female" might struggle to break into new categories as consumers expect female brands to conform to gender stereotypes more than male ones, new research finds.

Why are some commercials just so bad? How will AI change advertising? And how do marketers know what I want, anyway? Professor David Soberman answers these questions and more on the latest Rotman Office Hours.

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

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.