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.

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?

Just because consumers are nudged to buy a product, doesn't meant they'll use it long-term. New research finds that when steered towards making a purchase, people likely abandon it sooner. What does this mean for marketers?

When it comes to crowdfunding, too much choice is a bad thing. New research on rewards-for-donation sites finds the "sweet spot" for attracting potential funders.

New research questions strongly-held assumptions about how spikes in demand can affect a firm’s profitability.