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- March 2022
- Article
When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms
By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John
When trying to make a good impression on consumers through charitable giving, is it better for brands to maximize the overall dollars they donate or how much they give in relative terms; for example, the proportion of profits? Across five studies we show that consumers...
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- February 2022
- Case
Paul Polman
By: Elizabeth A. Keenan, Youngme Moon and Susie Ma
Over his 40-year career, Paul Polman had led some of the world’s largest consumer goods companies, making his biggest mark as CEO of Unilever—a multi-national corporation that produced everything from soap to soup. Polman was also well-regarded as a leader in corporate...
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- January 2022
- Case
Bee-ing Better at Bombas
By: Elizabeth A. Keenan, Youngme Moon and John Masko
David Heath and Randy Goldberg founded Bombas in 2013 to serve two missions: to deliver the “best socks in the history of feet,” and to donate socks (the most requested item in homeless shelters) to Americans experiencing homelessness. Eight years later, Bombas had...
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Keywords:
Social Entrepreneurship;
Values and Beliefs;
Brands and Branding;
Marketing Strategy;
Digital Marketing;
Distribution;
Corporate Social Responsibility and Impact;
Mission and Purpose;
Quality;
Business and Stakeholder Relations;
Human Needs;
Poverty;
Growth and Development Strategy;
Apparel and Accessories Industry;
New York (city, NY)
- November 2021
- Case
Tommy Hilfiger Adaptive: Fashion for All
By: Elizabeth A. Keenan, Sandra J. Sucher and Shalene Gupta
In Fall 2017, Tommy Hilfiger launched Tommy Hilfiger Adaptive, a line of adaptive and inclusive fashion apparel intended to make dressing easier. Now, Tommy Hilfiger is planning to launch Tommy Hilfiger Adaptive internationally in early 2020. The prospect of making...
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Keywords:
Marketing And Society;
Brands;
Fashion;
Inclusion;
Consumer;
Corporate Social Responsibility;
Retail;
Apparel;
Disability;
Accessibility;
Marketing;
Brands and Branding;
Marketing Communications;
Product Marketing;
Social Marketing;
Product Launch;
Product Positioning;
Marketing Strategy;
Social Enterprise;
Society;
Corporate Social Responsibility and Impact;
Social Issues;
Consumer Behavior;
Fashion Industry;
Consumer Products Industry;
Apparel and Accessories Industry;
Retail Industry;
United States;
North America
- July 2021
- Article
Availability and Nutrient Composition of Vegetarian Items at U.S. Fast-Food Restaurants
By: Caroline G. Dunn, Mark J. Soto, Sophia V. Hua, Elizabeth A. Keenan, Lindsay M. Jaacks, Julia A. Wolfson and Sara N. Bleich
Research Questions: What are patterns in availability of vegetarian items in U.S. fast-food chains (2012 to 2018) and are there differences in nutrient composition between and within vegetarian and nonvegetarian items annually and over time?
Key Findings: In this... View Details
Key Findings: In this... View Details
Keywords:
Fast Food;
Restaurants;
Vegetarian;
Consumer Health;
Sodium;
Food;
Nutrition;
Health;
Food and Beverage Industry;
United States
- March 2021
- Article
Opting-in to Prosocial Incentives
By: Daniel Schwartz, Elizabeth A. Keenan, Alex Imas and Ayelet Gneezy
The design of effective incentive schemes that are both successful in motivating employees and keeping down costs is of critical importance. Research has demonstrated that prosocial incentives, where individuals’ effort benefits a charitable organization, can sometimes...
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- August 2019
- Teaching Note
Back to the Roots
By: Elizabeth A. Keenan and Leslie K. John
Email mking@hbs.edu for a courtesy copy.
This Teaching Note explains the theory of the case and teaching plan for the case: Back to the Roots HBS case No. 518-073. Back to the Roots (BTTR) is a start-up with a... View Details
This Teaching Note explains the theory of the case and teaching plan for the case: Back to the Roots HBS case No. 518-073. Back to the Roots (BTTR) is a start-up with a... View Details
- June 2018 (Revised October 2019)
- Case
Back to the Roots
By: Elizabeth A. Keenan and Leslie K. John
Email mking@hbs.edu for a courtesy copy.
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... View Details
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... View Details
- January 2018 (Revised May 2019)
- Case
Adeo Health Science: Turning a Product into a Brand
By: Elizabeth A. Keenan and Jill Avery
For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse its position. Parents were now warned that...
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Keywords:
Startup;
Health Care;
Consumer;
Consumer Products;
Branding;
Distribution;
Retailing;
Go To Market Strategy;
Marketing;
Marketing Channels;
Marketing Communications;
Brands and Branding;
Marketing Strategy;
Entrepreneurship;
Health Care and Treatment;
Consumer Products Industry;
Health Industry;
United States;
North America
- Article
Pseudo-Set Framing
Pseudo-set framing—arbitrarily grouping items or tasks together as part of an apparent “set”—motivates people to reach perceived completion points. Pseudo-set framing changes gambling choices (Study 1), effort (Studies 2 and 3), giving behavior (Field Data and Study...
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Keywords:
Framing Effects;
Gestalt Psychology;
Judgment;
Judgments;
Decision Making;
Perception;
Behavior
- March–April 2017
- Article
Advancing Conservation by Understanding and Influencing Human Behavior
By: Sheila M. Reddy, Jensen Montambault, Yuta J. Masuda, Ayelet Gneezy, Elizabeth Keenan, William Butler, Jonathan R. Fisher and Stanley T. Asah
Behavioral sciences can advance conservation by systematically identifying behavioral barriers to conservation and how to best overcome them. Behavioral sciences have informed policy in many other realms (e.g., health, savings), but they are a largely untapped resource...
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- November 2016
- Case
But, It's For a Good Cause
By: Elizabeth Keenan and John Gourville
Companies have long tried to enhance consumers’ perceptions of their firms and the products they sell in a variety of ways. Such efforts include the development of a brand image that the public views favorably, as in the case of Apple. It extends to the development of...
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- Article
The Effect of Background Music in Shark Documentaries on Viewers' Perceptions of Sharks
By: Andy Nosal, Elizabeth A. Keenan, Philip A. Hastings and Ayelet Gneezy
Despite the ongoing need for shark conservation and management, prevailing negative sentiments marginalize these animals and legitimize permissive exploitation. These negative attitudes arise from an instinctive yet exaggerated fear, which is validated and reinforced...
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- Article
Avoiding Overhead Aversion in Charity
By: Uri Gneezy, Elizabeth A. Keenan and Ayelet Gneezy
Donors tend to avoid charities that dedicate a high percentage of expenses to administrative and fundraising costs, limiting the ability of nonprofits to be effective. We propose a solution to this problem: Use donations from major philanthropists to cover overhead...
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- Article
How Warm Days Increase Belief in Global Warming
By: Lisa Zaval, Elizabeth A. Keenan, Eric J. Johnson and Elke U. Weber
Climate change judgments can depend on whether today seems warmer or colder than usual, termed the local warming effect. Although previous research has demonstrated that this effect occurs, studies have yet to explain why or how temperature abnormalities influence...
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- February 2013
- Article
Commitment and Behavior Change: Evidence from the Field
By: Katie Baca-Motes, Amber Brown, Ayelet Gneezy, Elizabeth A. Keenan and Leif D. Nelson
Influencing behavior change is an ongoing challenge in psychology, economics, and consumer behavior research. Building on previous work on commitment, self-signaling, and the principle of consistency, a large, intensive field experiment (N = 2,416) examined the effect...
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- Research Summary
Overview
Professor Keenan studies barriers to and motivators of prosocial behavior, using a combination of field, laboratory, and online experimental methods. Her recent work investigates donors’ aversion to overhead spending by nonprofits, including its negative effects on the...
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