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• Article | Organizational Behavior and Human Decision Processes | September 2019

  The Self-Presentational Consequences of Upholding One's Stance in Spite of the Evidence

  Leslie John, Martha Jeong, Francesca Gino and Laura Huang

  Five studies explore the self-presentational consequences of refusing to “back down” – that is, upholding a stance despite evidence of its inaccuracy. Using data from an entrepreneurial pitch competition, Study 1 shows that entrepreneurs tend not to back down even though investors are more impressed by entrepreneurs who do. Next, in two sets of experiments, we unpack the psychology underlying why actors refuse to publicly back down and investigate observers’ impressions of those actors. Specifically, we show that observers view people who refuse to back down as confident but unintelligent, and these perceptions drive consequential decisions about such refusers, such as whether to invest in their ideas (Studies 1 & 2) or whether to hire them (Study 3). Although actors can intuit these effects (Study 4), this understanding is not reflected in their behavior because they are concerned with saving face (Study 5).

  Keywords: Self-presentation; belief perseverance; judgment; confidence; persuasion; Personal Characteristics; Behavior; Perception; Decision Making; Outcome or Result;

  Citation:

  John, Leslie, Martha Jeong, Francesca Gino, and Laura Huang. "The Self-Presentational Consequences of Upholding One's Stance in Spite of the Evidence." Organizational Behavior and Human Decision Processes 154 (September 2019): 1–14.  View Details

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• Teaching Note | HBS Case Collection | August 2019

  Back to the Roots

  Leslie K. John and Elizabeth A. Keenan

  Back to the Roots (BTTR) is a start-up with a social mission to “undo food”—to reconnect people to where their food comes from. In late 2017, Back to the Roots cofounders Nikhil Arora and Alex Velez were contemplating their next move. The company had an eclectic portfolio of products, including ready-to-grow products, which included gardens in a can, and ready-to-eat products, which included cereals, and was being courted by two major players in each category. With an award-winning cereal-based snack bar in their hands, the duo was debating whether they should delve further into the ready-to-eat category. But it was a competitive space. They wondered whether they were ready to launch yet another new product and, if so, what this move would mean for their ready-to-grow product line. Which path would enable them to best achieve their growth goals? This case provides a vehicle to teach a variety of marketing topics, including mission-driven marketing and branding, new product introduction, and product line extensions. First and foremost, the case allows students to contrast traditional marketing strategy with novel approaches that capitalize on recent shifts in consumer culture. In so doing, the case allows students to identify some of the risks and rewards of such a strategy. The case also prompts students to consider the benefits and risks of extending product lines, the strategic roles of new product introduction, and the importance of defining a firm’s core business. The case can be used with undergraduates, MBA students, and executives. It can be used in survey marketing courses, as well as in more specialized courses, including marketing management, brand management, and entrepreneurial marketing.

  Keywords: entrepreneurship; organic food; Startup; product development; crowdfunding; sustainability; transparency; Product Marketing; Growth and Development Strategy; Decision Making; Food; Food and Beverage Industry;

  Citation:

  John, Leslie K., and Elizabeth A. Keenan. "Back to the Roots." Harvard Business School Teaching Note 520-028, August 2019.  View Details

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• Teaching Note | HBS Case Collection | August 2019

  Sidewalk Labs: Privacy in a City Built from the Internet Up

  Leslie John and Mitch Weiss

  Email mking@hbs.edu for a courtesy copy.
  
  The case serves as a microcosm of issues of digital privacy: the availability of data – personal data in particular – has tremendous potential to improve people’s lives and commercial endeavors alike, but it also introduces a host of privacy perils. How can the benefits of this availability of personal data be realized while mitigating the pitfalls? Concern over firms’ use and misuse of consumers’ data has been increasing, fueling a debate surrounding the regulation of online privacy. In this case, students debate this question, and devise a framework of different approaches to resolving these issues.
  The case provides a ripe area of inquiry for privacy issues: so-called “platform” companies, and especially platforms that run adjacent to, or even in public space. Cities are among the most ancient type of “platform,” providing a foundation for users of all types (individuals, organizations, companies) to interact, exchange, and innovate. Where platforms rely on users to generate and share data, privacy issues abound; Sidewalk Toronto is no exception.

  Keywords: privacy; privacy by design; Privacy Regulation; platforms; data; data security; behavioral science; Data and Data Sets; Safety; Entrepreneurship; Business and Government Relations; Consumer Behavior;

  Citation:

  John, Leslie, and Mitch Weiss. "Sidewalk Labs: Privacy in a City Built from the Internet Up." Harvard Business School Teaching Note 820-023, August 2019. (Email mking@hbs.edu for a courtesy copy.)  View Details

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