Marketing
Recent Publications
Published Papers & Book Chapters
Anik, L., L. B. Aknin, M. I. Norton and E. W. Dunn. "Feeling Good about Giving: The Benefits (and Costs) of Self-interested Charitable Behavior." In The Science of Giving: Experimental Approaches to the Study of Charity, edited by D. M. Oppenheimer and C. Y. Olivola. Psychology Press, 2010.
Ariely, Dan, and Michael I. Norton. "From Thinking Too Little to Thinking Too Much: A Continuum of Decision Making." Wiley Interdisciplinary Reviews: Cognitive Science 2 (January - February 2011): 39-46.
Bertini, Marco, John Gourville, and E. Ofek. "The Best Way to Name Your Product 2.0." Harvard Business Review 89, no. 5 (May 2011).
Buell, Ryan W., and Michael I. Norton. "The Labor Illusion: How Operational Transparency Increases Perceived Value." Management Science 57, no. 9 (September 2011): 1564-1579.
Buell, Ryan W., and Michael I. Norton. "Think Customers Hate Waiting? Not So Fast..." Harvard Business Review 89, no. 5 (May 2011).
Chance, Zoe, Michael I. Norton, Francesca Gino, and Dan Ariely. "Temporal View of the Costs and Benefits of Self-Deception." Proceedings of the National Academy of Sciences 108 (2011): 15655-15659.
Chapman, Craig J., and Thomas J. Steenburgh. "An Investigation of Earnings Management through Marketing Actions." Management Science 57, no. 1 (January 2011): 72-92.
Deshpandé, Rohit. "Why You Aren't Buying Venezuelan Chocolate." Harvard Business Review 88, no. 12 (December 2010).
Gino, Francesca, Michael I. Norton, and Dan Ariely. "The Counterfeit Self: The Deceptive Costs of Faking It." Psychological Science 21 (2010): 712-720.
Gourville, John T., and Dilip Soman. "The Consumer Psychology of Mail-in Rebates." Journal of Product and Brand Management 20, no. 2 (2011).
John, Leslie, Laurie Norton, Jennifer Fassbender, Andrea Troxel, George Loewenstein, and Kevin Volpp. "Financial Incentives for Extended Weight Loss: A Randomized, Controlled Trial." Journal of General Internal Medicine 26, no. 6 (June 2011): 621-626.
Keinan, Anat, Jill Avery, and Neeru Paharia. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
Keinan, Anat, and Ran Kivetz. "Productivity Orientation and the Consumption of Collectable Experiences." Journal of Consumer Research 37 (April 2011).
Koehler, Derek, Rebecca White, and Leslie John. "The Price of Good Intentions." Social Psychological and Personality Science 2, no. 1 (January 2011).
Mochon, Daniel, Michael I. Norton, and Dan Ariely. "Who Benefits from Religion?" Social Indicators Research 101 (2011): 1-15.
Norton, Michael I., and Dan Ariely. "Building a Better America--One Wealth Quintile at a Time." Perspectives on Psychological Science 6 (2011): 9-12.
Norton, Michael I., and Samuel R. Sommers. "Whites See Racism as a Zero-Sum Game That They Are Now Losing." Perspectives on Psychological Science 6 (2011): 215-218.
Ofek, Elie, Zsolt Katona, and Miklos Sarvary. "'Bricks and Clicks': The Impact of Product Returns on the Strategies of Multichannel Retailers." Marketing Science 30, no. 1 (January - February 2011).
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775-790.
Paine, Lynn S., Rohit Deshpandé, and Joshua D. Margolis. "A Global Leader's Guide to Managing Business Conduct." Harvard Business Review 89, no. 9 (September 2011).
Rangan, V. Kasturi, Michael Chu, and Djorjiji Petkoski. "Segmenting the Base of the Pyramid." Harvard Business Review 89, no. 6 (June 2011).
Riis, Jason, and Rebecca Ratner. "Simplified Nutrition Guidelines to Fight Obesity." In Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge, edited by Rajeev Batra, Punam Anand Keller, and Victor J. Strecher. Armonk NY: M.E. Sharpe Inc., 2010.
Rogers, Todd, and Michael I. Norton. "The Artful Dodger: Answering the Wrong Question the Right Way." Journal of Experimental Psychology: Applied 17 (2011): 139-147.
Rogers, Todd, and Michael I. Norton. "People Often Trust Eloquence More Than Honesty." Harvard Business Review 88, no. 11 (November 2010): 36-37.
Thompson, Debora V., and Michael I. Norton. "The Social Utility of Feature Creep." Journal of Marketing Research 48 (2011): 555-565.
Working Papers
Kuziemko, Ilyana, Ryan W. Buell, Taly Reich, and Michael I. Norton. "'Last-place Aversion': Evidence and Redistributive Implications." NBER Working Paper Series, No. 17234, August 2011.
Liu, Qiang, Thomas J. Steenburgh, and Sachin Gupta. "The Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments." Harvard Business School Working Paper, No. 12-012, September 2011.
Norton, Michael I., Daniel Mochon, and Dan Ariely. "The 'IKEA Effect': When Labor Leads to Love." Harvard Business School Working Paper, No. 11-091, March 2011.
Course Materials
Alvarez, José B., and Aldo Sesia. "Customer Loyalty Schemes in the Retail Sector." Harvard Business School Note 511-077.
Alvarez, José B., and Ryan Johnson. "FreshTec: Revolutionizing Fresh Produce." Harvard Business School Case 511-059.
Alvarez, José B., Elizabeth Carole Williamson, and James Weber. "Paydiant." Harvard Business School Case 511-065.
Alvarez, José B., and Mary Louise Shelman. "Zespri." Harvard Business School Case 511-001.
Bell, David E., and Natalie Kindred. "Asian Agri and the Future of Palm Oil." Harvard Business School Case 511-015.
Bell, David E., Damien P. McLoughlin, and Mary Louise Shelman. "Kepak and the Future of the Irish Beef Industry." Harvard Business School Case 511-070.
Bell, David E., and Cintra Scott. "Los Grobo: Farming's Future?" Harvard Business School Case 511-088.
Bell, David E., and Mary Louise Shelman. "Yum! China." Harvard Business School Case 511-040.
Deighton, John A. "The Case Method of Instruction." Harvard Business School Course Overview 512-027.
Deighton, John A., and Leora Kornfeld. "The Cheezburger Network." Harvard Business School Case 511-091.
Deighton, John, and Leora Kornfeld. "Coca-Cola on Facebook." Harvard Business School Case 511-110.
Deighton, John A., and Leora Kornfeld. "Demand Media." Harvard Business School Case 511-043.
Deighton, John A., and Leora Kornfeld. "The Ford Fiesta." Harvard Business School Case 511-117.
Deighton, John A., Jill Avery, and Jeffrey Fear. "Porsche: The Cayenne Launch." Harvard Business School Case 511-068.
Deshpandé, Rohit, Sandra J. Sucher, and Laura Winig. "Cipla 2011." Harvard Business School Case 511-050.
Deshpandé, Rohit, and Keith Chi-ho Wong. "Rebranding Gallagher." Harvard Business School Case 511-098.
Deshpandé, Rohit. "Terror at the Taj Bombay: Customer-Centric Leadership." Harvard Business School Multimedia/Video Case 511-703.
Elberse, Anita. "The Creative Industries: The Promise of Digital Technology." Harvard Business School Module Note 511-090.
Elberse, Anita, and Michael Christensen. "Lady Gaga (A)." Harvard Business School Case 512-016.
Elberse, Anita, and Michael Quinn Christensen. "Lady Gaga (B)." Harvard Business School Supplement 512-017.
Gourville, John T., and Marco Bertini. "Barceló Hotels and Resorts (A)." Harvard Business School Case 511-108.
Gourville, John T. "Hybrid Electric Vehicles: A 2011 Update." Harvard Business School Supplement 511-125.
Gupta, Sunil, and Joseph Davies-Gavin. "BBVA Compass: Marketing Resource Allocation." Harvard Business School Case 511-096.
Gupta, Sunil, Ray Weaver, and Dharmishta Rood. "Groupon." Harvard Business School Case 511-094.
Gupta, Sunil, and Jason Riis. "PatientsLikeMe: An Online Community of Patients." Harvard Business School Case 511-093.
Gupta, Sunil, and Kerry Herman. "TripAdvisor." Harvard Business School Case 511-004.
Lal, Rajiv, and Rachna Tahilyani. "State Bank of India: Transforming a State Owned Giant." Harvard Business School Case 511-114.
Norton, Michael I. "Note on Evaluating Empirical Research." Harvard Business School Note 512-019.
Ofek, Elie, and Lauren Barley. "The Clorox Company: Leveraging Green for Growth." Harvard Business School Case 512-009.
Ofek, Elie, Elena Corsi, Bharat Mohan Sajnani, Sorina Casian-Botez, and Francesco Tronci. "The Eleganzia Group." Harvard Business School Case 511-115.
Ofek, Elie, and Jill Avery. "Nanda Home: Preparing for Life after Clocky." Harvard Business School Case 511-134.
Ofek, Elie, and Ryan Johnson. "Nike Football: World Cup 2010 South Africa." Harvard Business School Case 511-060.
Ofek, Elie, and Ryan Johnson. "Reversing the AMD Fusion Launch." Harvard Business School Case 511-036.
Rangan, V. Kasturi, and Katharine Lee. "CFW Clinics in Kenya: To Profit or Not for Profit." Harvard Business School Case 512-006.
Rangan, V. Kasturi, Katharine Lee, and Marie Madelene Bell. "Ford Motor Company: Strengthening the Dealer Network." Harvard Business School Case 511-132.
Rangan, V. Kasturi, and Mona Sinha. "Hindustan Unilever's 'Pureit' Water Purifier." Harvard Business School Case 511-067.
Steenburgh, Thomas J., and Jill Avery. "EMC2: Delivering Customer Centricity." Harvard Business School Case 511-124.
Steenburgh, Thomas. "Pitch Your Project!" Harvard Business School Exercise 511-116.
Steenburgh, Thomas J., and Elizabeth A. Kind. "Serious Materials." Harvard Business School Case 511-111.
Steenburgh, Thomas J., and Elena Corsi. "Vestas' World of Wind." Harvard Business School Case 511-121.
Teixeira, Thales S., and Alison Caverly. "Pepsi-Lipton Brisk." Harvard Business School Case 512-011.
Individual faculty publication pages will contain the most current citations, as well as links to abstracts and full-text articles when available. Publications on this page are updated quarterly and may not be current. Only widely available course materials are listed.