Research Keyword

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.

Daylight savings time has an impact on the stock market, part of a larger phenomenon in which the biological effects of sleep changes have negative implications across the wider economy.

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

Big spikes in pricing can cause a lot of shopper outrage. Presenting consumers with the reasons behind the surge can mitigate the backlash…to an extent.

All art can be seen as sacred, and when it is people are more likely to protect it. To achieve this, new research suggests highlighting the work's historical and spiritual significance.

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.

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.