Research Keyword

By understanding how people make decisions, we can design better products, services and policies that align with consumer behaviour and enhance well-being.

As we step into a future where AI is integrated into every experience, the collective wisdom of Gen Z might just be the compass we need.

In the world of shopping, consumers subscribe to the notion of "what goes around, comes around." Following bad behaviour, they're more likely to treat their next destination more kindly, new research finds.

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.

On top of facing higher borrowing costs, Black-owned businesses are often forced to charge up to 41 per cent less than their neighbouring white counterparts, and consumer discrimination may be to blame.

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.

Evidence is mounting that AI will have the greatest impact on tasks performed by high-wage workers — and will provide new opportunities for those at the lower end of the scale.

A new study finds that new-to-the-workforce employees might make less-than-optimal choices when it comes to their benefits packages when faced with too much information. How can employers and employees address that risk?