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.

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.

If rationality leads to better choices in our personal and public lives — and is the ultimate drive of social justice and moral progress — why does so much of human behaviour seem to defy logic? Harvard professor Steven Pinker shares insights from his latest book.

A voluntary AirBnb pricing algorithm substantially narrowed a pre-existing revenue gap between white and Black hosts, a new study has found — but only when Black hosts adopted it.

Online reviews matter more than ever. Yet as a new U of T study shows, not all customer reviews have the same impact. When it comes to paying for experiences versus objects, people would rather be told what to buy than what to do.

How did the price of GameStop — an unprofitable company — go from $15 a share to $483 a share in January 2021? The price action was a classic showdown of Wall Street shorts versus Main Street investment strategies, Eric Kirzner explains.

Integrity can be a modern company’s quiet strength, says this chief of ethics at Airbnb. In this discussion of his book Intentional Integrity, Rob Chestnut warns that doing business in a digitally transparent world means a lack of good behaviour can be a company’s undoing.

How does the use of social media impact your ability to mange your personal finances? Bing Han explores how technology is promoting consumption more and more, as people save less and less.