Research Keyword

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.

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.

Storytelling is key to almost every aspect of business. So what keeps consumers, investors and audiences tuned in? It's all about reversals of fortune, new research finds.

As the world becomes more polarized, companies are being pulled into the maelstrom. On the latest Executive Summary podcast, assistant professor Rhia Catapano explains how brands can weigh in more effectively.

Take a lesson from the media industry: Constraints on creativity don't have to be limiting — they can be freeing.

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?

Artificial intelligence is the boogeyman in the creativity industry. But it might be a great idea-generator, particularly if we can master the prompt.

New research examined millions of Amazon reviews to see what effect verb tenses had on audience persuasion.