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- March 2023
- Article
Giving-by-proxy Triggers Subsequent Charitable Behavior
By: Samantha Kassirer, Jillian J. Jordan and Maryam Kouchaki
How can we foster habits of charitable giving? Here, we investigate the potential power of giving-by-proxy experiences, drawing inspiration from a growing trend in marketing and corporate social responsibility contexts in which organizations make charitable...
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Kassirer, Samantha, Jillian J. Jordan, and Maryam Kouchaki. "Giving-by-proxy Triggers Subsequent Charitable Behavior." Art. 104438. Journal of Experimental Social Psychology 105 (March 2023).
- December 2022
- Case
Applegate Farms
By: Forest L. Reinhardt, Jose B. Alvarez and Natalie Kindred
- 2022
- Working Paper
Pay-As-You-Go Insurance: Experimental Evidence on Consumer Demand and Behavior
By: Ray Kluender
Pay-as-you-go contracts reduce minimum purchase requirements which may increase market participation. We randomize the introduction and price(s) of a novel pay-as-you-go contract to the California auto insurance market where 17 percent of drivers are uninsured. The...
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Kluender, Ray. "Pay-As-You-Go Insurance: Experimental Evidence on Consumer Demand and Behavior." Harvard Business School Working Paper, No. 23-030, December 2022.
- November 23, 2022
- Article
The Sinister Logic of Hidden Online Fees
By: Michael Luca
Luca, Michael. "The Sinister Logic of Hidden Online Fees." Wall Street Journal (online) (November 23, 2022).
- November 2022
- Background Note
The Future of E-Commerce: Lessons from the Livestream Wars in China
By: Ayelet Israeli, Jeremy Yang and Billy Chan
This note explores the emerging multi-billion dollar commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly to consumers via live shows on digital platforms (such as social media or e-commerce platforms). It is a form of...
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Keywords:
Retail;
Retailing;
E-commerce;
E-Commerce Strategy;
Ecommerce;
Channels Of Distribution;
Marketing Communication;
Livestream Commerce;
Marketing;
Marketing Channels;
Marketing Strategy;
Advertising;
Brands and Branding;
Media;
Consumer Behavior;
Social Media;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
China;
United States;
United Kingdom
Israeli, Ayelet, Jeremy Yang, and Billy Chan. "The Future of E-Commerce: Lessons from the Livestream Wars in China." Harvard Business School Background Note 523-055, November 2022.
- 2022
- Working Paper
When Less Is More: Using Short-term Signals to Overcome Systematic Bias in Long-run Targeting
By: Ta-Wei Huang and Eva Ascarza
Firms are increasingly interested in developing targeted interventions for customers with the best response. Doing so requires firms to identify differences in customer sensitivity, which they often obtain using uplift modeling (i.e., heterogeneous treatment effect...
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Keywords:
Long-run Targeting;
Heterogeneous Treatment Effect;
Statistical Surrogacy;
Customer Churn;
Field Experiments;
Consumer Behavior;
Customer Focus and Relationships;
AI and Machine Learning;
Marketing
Huang, Ta-Wei, and Eva Ascarza. "When Less Is More: Using Short-term Signals to Overcome Systematic Bias in Long-run Targeting." Harvard Business School Working Paper, No. 23-023, October 2022.
- October 2022
- Exercise
Shanty Real Estate: Confidential Information for Homebuyer 1
By: Michael Luca, Jesse M. Shapiro and Nathan Sun
Shanty is a simulation in which students inhabit the role of either a traditional home buyer or an iBuyer, both bidding on the same condo. The traditional home buyer has access to a “comp sheet” of similar properties that have recently sold, and has done a walkthrough....
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Keywords:
Data-driven Decision-making;
Decisions;
Negotiation;
Bids and Bidding;
Valuation;
Consumer Behavior;
Real Estate Industry
Luca, Michael, Jesse M. Shapiro, and Nathan Sun. "Shanty Real Estate: Confidential Information for Homebuyer 1." Harvard Business School Exercise 923-016, October 2022.
- 2022
- Working Paper
Buy Now, Pay Later Credit: User Characteristics and Effects on Spending Patterns
Firms offering "buy now, pay later" (BNPL) point-of-sale installment loans with minimal underwriting and low interest have captured a growing fraction of the market for short-term unsecured consumer credit. We provide a detailed look into the US BNPL market by...
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Di Maggio, Marco, Emily Williams, and Justin Katz. "Buy Now, Pay Later Credit: User Characteristics and Effects on Spending Patterns." NBER Working Paper Series, No. 30508, September 2022.
- September 2022
- Case
The Pokémon Company: Evolving into an Everlasting Brand
By: Tomomichi Amano and Masaki Nomura
Super Bowl 50, the fiftieth annual championship game of the American National Football League played in February 2016, featured 52 commercials, and brands spent more than six million dollars each for a 30-second commercial slot. Surprisingly, the commercial that...
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Keywords:
Advertising;
Brands and Branding;
Marketing Strategy;
Consumer Behavior;
Growth and Development Strategy;
Video Game Industry;
Japan
Amano, Tomomichi, and Masaki Nomura. "The Pokémon Company: Evolving into an Everlasting Brand." Harvard Business School Case 523-022, September 2022.
- September 2022 (Revised December 2022)
- Case
Navya: Steering Toward a Driverless Future
By: Julian De Freitas, Elie Ofek, Shaun Ingledew and Tonia Labruyere
In 2022, Sophie Desormière arrived at French roboshuttle producer Navya, tasked with charting a new course in a challenging sector. The company, which had recently listed on the Paris Stock Exchange, was burning through cash reserves and needed to transform the promise...
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Keywords:
Autonomous Vehicles;
Market Entry and Exit;
Opportunities;
Governing Rules, Regulations, and Reforms;
Consumer Behavior;
Business Model;
Auto Industry;
Transportation Industry;
France;
United States
De Freitas, Julian, Elie Ofek, Shaun Ingledew, and Tonia Labruyere. "Navya: Steering Toward a Driverless Future." Harvard Business School Case 523-046, September 2022. (Revised December 2022.)
- September 2022
- Case
Wordle
After sourdough bread, countertop chive gardens, and vaccine selfies came a pandemic-era trend that everyone seemed to be in on: one daily chance to guess a five-letter word and crow about your success on social media via little green and yellow squares. From a...
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- August 2022
- Background Note
Retail Media Networks
By: Eva Ascarza, Ayelet Israeli and Celine Chammas
In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their...
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Keywords:
Advertisers;
Advertising Media;
Media And Broadcasting Industry;
Retail;
Retail Analytics;
Retail Promotion;
Retailing;
Ecommerce;
E-Commerce Strategy;
E-commerce;
Marketing Communication;
Targeting;
Targeted Advertising;
Targeted Marketing;
Advertising;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Media;
Marketing Channels;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States
Ascarza, Eva, Ayelet Israeli, and Celine Chammas. "Retail Media Networks." Harvard Business School Background Note 523-029, August 2022.
- 2022
- Working Paper
Consumer Demand with Social Influences: Evidence from an E-Commerce Platform
By: El Hadi Caoui, Chiara Farronato, John J. Horton and Robert Schultz
For some kinds of goods, rarity itself is valued. "Fashionable'" goods are demanded in part because they are unique. In this paper, we explore the economics of rare goods using auctions of limited-edition shoes held by an e-commerce platform. We model endogenous entry...
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Caoui, El Hadi, Chiara Farronato, John J. Horton, and Robert Schultz. "Consumer Demand with Social Influences: Evidence from an E-Commerce Platform." NBER Working Paper Series, No. 30351, August 2022.
- 2022
- Book
Purpose + Profit: How Business Can Lift Up the World
By: George Serafeim
The roadmap and best practices to reap the enormous value that can emerge when your business prioritizes social and environmental goals—such as climate change, diversity and inclusion, and sustainability—right alongside the pursuit of profit.
We not only... View Details
We not only... View Details
Keywords:
ESG (Environmental, Social, Governance) Performance;
Profitability;
Business And Society;
Organizations;
Mission and Purpose;
Goals and Objectives;
Social Issues;
Environmental Sustainability;
Value Creation;
Organizational Change and Adaptation
Serafeim, George. Purpose + Profit: How Business Can Lift Up the World. New York: HarperCollins Leadership, 2022.
- August 2022
- Article
The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices
By: Aaron R. Brough, David A. Norton, Shannon L. Sciarappa and Leslie K. John
Drawing from a content analysis of publicly traded companies’ privacy notices, a survey of managers, a field study, and five online experiments, this research investigates how consumers respond to privacy notices. A privacy notice, by placing legally enforceable limits...
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Keywords:
Choice;
Purchase Intent;
Privacy;
Privacy Notices;
Warnings;
Assurances;
Information Disclosure;
Trust;
Consumer Behavior;
Spending;
Decisions;
Information;
Communication
Brough, Aaron R., David A. Norton, Shannon L. Sciarappa, and Leslie K. John. "The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices." Journal of Marketing Research (JMR) 59, no. 4 (August 2022): 739–754.
- June 29, 2022
- Other Article
Strategic Complexity? Using Experiments to Understand and Overcome Obfuscation
By: Michael Luca, Ginger Zhe Jin and Daniel Martin
Credit card companies must decide what product features to disclose to consumers, such as payment schedules, penalties, and fees--and also whether to present them clearly or bury them in the fine print. Firms face similar choices in settings ranging from privacy...
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Keywords:
Obfuscation;
Credit Cards;
Strategic Incentives;
Complexity;
Agreements and Arrangements;
Customers;
Consumer Behavior;
Financial Services Industry
Luca, Michael, Ginger Zhe Jin, and Daniel Martin. "Strategic Complexity? Using Experiments to Understand and Overcome Obfuscation." Management Science Review (June 29, 2022). (Summary of "Complex Disclosure," Management Science, May 2022.)
- 2022
- Working Paper
Moral Thin-Slicing
By: Julian De Freitas and Alon Hafri
Given limits on time and attention, people increasingly make moral evaluations in a few seconds or less, yet it is unknown whether such snap judgments are accurate or not. On one hand, the literature suggests that people form fast moral impressions once they already...
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Keywords:
Moral Judgement;
Thin Slices;
Social Media;
Fake News;
Misinformation;
Moral Sensibility;
Behavior;
News
De Freitas, Julian, and Alon Hafri. "Moral Thin-Slicing." Harvard Business School Working Paper, No. 23-002, July 2022. (Revised December 2022.)
- July 2022
- Teaching Note
Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience
By: Ayelet Israeli, Fares Khrais and Menna Hassan
Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in...
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Keywords:
Digital Marketing;
Bricks And Mortar;
Franchise Management;
Franchising;
Dealer Network;
Dealers;
B2B;
B2B2C;
Tradition;
Culture Change;
Cultural Adaptation;
Omnichannel;
Omnichannel Retail;
Omni-channel;
Omnichannel Retailing;
Sales Channels;
Sales Channel Development;
Channel Management;
Channels Of Distribution;
Marketplace;
Platforms;
Collaboration;
Online Channel;
Online Data;
Online Sales;
Online Shopping;
Online;
Retail;
Retailing;
Disruption;
Transformation;
Franchise Ownership;
Change Management;
Partners and Partnerships;
Consumer Behavior;
Sales;
Internet and the Web;
Marketing Strategy;
Conflict and Resolution;
Conflict Management;
Organizational Culture;
Distribution Channels;
Digital Transformation;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Turkey
- 2022
- Working Paper
Product2Vec: Leveraging Representation Learning to Model Consumer Product Choice in Large Assortments
By: Fanglin Chen, Xiao Liu, Davide Proserpio and Isamar Troncoso
We propose a method, Product2Vec, based on representation learning, that can automatically learn latent product attributes that drive consumer choices, to study product-level competition when the number of products is large. We demonstrate Product2Vec’s...
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Chen, Fanglin, Xiao Liu, Davide Proserpio, and Isamar Troncoso. "Product2Vec: Leveraging Representation Learning to Model Consumer Product Choice in Large Assortments." NYU Stern School of Business Research Paper Series, July 2022.