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    • All HBS Web  (1,679)
      • Faculty Publications  (474)

      Consumer Behavior Remove Consumer Behavior →

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      • October 2023
      • Article

      Speedy Activists: Firm Response Time to Sociopolitical Events Influences Consumer Behavior

      By: Jimin Nam, Maya Balakrishnan, Julian De Freitas and Alison Wood Brooks
      Organizations face growing pressure from their consumers and stakeholders to take public stances on sociopolitical issues. However, many are hesitant to do so lest they make missteps, promises they cannot keep, appear inauthentic, or alienate consumers, employees, or...  View Details
      Keywords: Brands and Branding; Public Opinion; Social Media; Social Issues
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      Nam, Jimin, Maya Balakrishnan, Julian De Freitas, and Alison Wood Brooks. "Speedy Activists: Firm Response Time to Sociopolitical Events Influences Consumer Behavior." Special Issue on Consumer Insights from Text Analysis edited by Grant Packard, Sarah G. Moore, and Jonah Berger. Journal of Consumer Psychology 33, no. 4 (October 2023): 632–644.
      • September 2023
      • Article

      Consuming Contests: The Effect of Outcome Uncertainty on Spectator Attendance in the Australian Football League

      By: Patrick Ferguson and Karim R. Lakhani
      Contests that non-contestants consume for entertainment are a fixture of economic, cultural and political life. We exploit injury-induced changes to teams' line-ups in a professional sports setting to examine whether individuals prefer to consume contests that have...  View Details
      Keywords: Sports; Entertainment; Consumer Behavior
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      Ferguson, Patrick, and Karim R. Lakhani. "Consuming Contests: The Effect of Outcome Uncertainty on Spectator Attendance in the Australian Football League." Economic Record 99, no. 326 (September 2023): 410–435.
      • August 2023
      • Case

      Reimagining Hindustan Unilever (A)

      By: Sunil Gupta and Rachna Tahilyani
      In the fall of 2019, the CEO and MD of Hindustan Unilever (HUL), India’s largest fast-moving consumer goods (FMCG) firm, is wondering what to do about their experiments to digitize distribution. Despite three years of intense efforts, their apps to empower retailers...  View Details
      Keywords: Distribution; Decisions; Organizational Change And Adaptation; Experimentation; Transformation; Consumer Behavior; E-commerce; Competition; Performance; Business Strategy; Marketing; Digital Transformation; Digital Strategy; Leading Change; Consumer Products Industry; Asia; India
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      Gupta, Sunil, and Rachna Tahilyani. "Reimagining Hindustan Unilever (A)." Harvard Business School Case 524-020, August 2023.
      • August 2023
      • Supplement

      Reimagining Hindustan Unilever (B)

      By: Sunil Gupta and Rachna Tahilyani
      In April 2023, as the CEO and MD of Hindustan Unilever (HUL), India’s largest fast-moving consumer goods (FMCG) firm, prepared to hand over the firm’s reins to his successor, he proudly reflected on the last decade. His quest to digitally transform HUL into an...  View Details
      Keywords: Distribution; Decisions; Organizational Change And Adaptation; Experimentation; Transformation; Consumer Behavior; E-commerce; Competition; Performance; Business Strategy; Marketing; Digital Transformation; Digital Strategy; Leading Change; Consumer Products Industry; Asia; India
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      Gupta, Sunil, and Rachna Tahilyani. "Reimagining Hindustan Unilever (B)." Harvard Business School Supplement 524-022, August 2023.
      • July 2023
      • Article

      Deep Responsibility and Irresponsibility in the Beauty Industry

      By: Geoffrey Jones
      This article employs the concept of deep responsibility to assess the social responsibility of the beauty industry over time. It shows that many of today’s problems with the industry have deep historical roots. Products have too many ingredients that are potential...  View Details
      Keywords: Business History; Corporate Social Responsibility and Impact; Beauty and Cosmetics Industry
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      Jones, Geoffrey. "Deep Responsibility and Irresponsibility in the Beauty Industry." Entreprises et histoire 111, no. 2 (July 2023): 113–125.
      • 2023
      • Working Paper

      Design-Based Confidence Sequences: A General Approach to Risk Mitigation in Online Experimentation

      By: Dae Woong Ham, Michael Lindon, Martin Tingley and Iavor Bojinov
      Randomized experiments have become the standard method for companies to evaluate the performance of new products or services. In addition to augmenting managers’ decision-making, experimentation mitigates risk by limiting the proportion of customers exposed to...  View Details
      Keywords: Performance Evaluation; Research and Development; Analytics and Data Science; Consumer Behavior
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      Ham, Dae Woong, Michael Lindon, Martin Tingley, and Iavor Bojinov. "Design-Based Confidence Sequences: A General Approach to Risk Mitigation in Online Experimentation." Harvard Business School Working Paper, No. 23-070, May 2023.
      • June 2020
      • Article

      Real-time Data from Mobile Platforms to Evaluate Sustainable Transportation Infrastructure

      By: Omar Isaac Asensio, Kevin Alvarez, Arielle Dror, Emerson Wenzel, Catharina Hollauer and Sooji Ha
      By displacing gasoline and diesel fuels, electric cars and fleets reduce emissions from the transportation sector, thus offering important public health benefits. However, public confidence in the reliability of charging infrastructure remains a fundamental barrier to...  View Details
      Keywords: Environmental Sustainability; Transportation; Infrastructure; Behavior; AI and Machine Learning; Demand and Consumers
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      Asensio, Omar Isaac, Kevin Alvarez, Arielle Dror, Emerson Wenzel, Catharina Hollauer, and Sooji Ha. "Real-time Data from Mobile Platforms to Evaluate Sustainable Transportation Infrastructure." Nature Sustainability 3, no. 6 (June 2020): 463–471.
      • 2023
      • Working Paper

      Cryptocurrency Investing: Stimulus Checks and Inflation Expectations

      By: Darren Aiello, Scott R. Baker, Tetyana Balyuk, Marco Di Maggio, Mark J. Johnson and Jason Kotter
      We provide a first look into the factors that affect retail investing in cryptocurrencies. We use consumer transaction data to examine how borrower characteristics, liquidity shocks, and hedging requirements shape crypto investment decisions of millions of U.S....  View Details
      Keywords: Consumer Finance; Cryptocurrency; Fintech; Inflation; Portfolio Choice; Stimulus; Consumer Behavior; Risk and Uncertainty; Investment
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      Aiello, Darren, Scott R. Baker, Tetyana Balyuk, Marco Di Maggio, Mark J. Johnson, and Jason Kotter. "Cryptocurrency Investing: Stimulus Checks and Inflation Expectations." Harvard Business School Working Paper, No. 23-073, May 2023.
      • May–June 2023
      • Article

      Need for Speed: The Impact of In-Process Delays on Customer Behavior in Online Retail

      By: Santiago Gallino, Nil Karacaoglu and Antonio Moreno
      The impact of delays has been widely studied in various offline services. The focus of this study is online services, and we explore the impact of in-process delays—measured by website speed—on customer behavior. We leverage novel retail and website speed data to...  View Details
      Keywords: Online Retail; Quasi-experiments; Abandonment; Synthetic Control; E-commerce; Internet and the Web; Consumer Behavior; Policy; Retail Industry
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      Gallino, Santiago, Nil Karacaoglu, and Antonio Moreno. "Need for Speed: The Impact of In-Process Delays on Customer Behavior in Online Retail." Operations Research 71, no. 3 (May–June 2023): 876–894.
      • 2023
      • Working Paper

      Operational Consequences of Customer Interaction Design: Evidence From Last-Mile Delivery Services

      By: Natalie Epstein, Santiago Gallino and Antonio Moreno
      Problem definition: Communication and customer interaction design have been used as elements to improve customer satisfaction and future purchasing behavior, but little is known about how they can be used as levers to improve operational...  View Details
      Keywords: Customer Satisfaction; Consumer Behavior; Logistics; Communication
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      Epstein, Natalie, Santiago Gallino, and Antonio Moreno. "Operational Consequences of Customer Interaction Design: Evidence From Last-Mile Delivery Services." Working Paper, May 2023.
      • May 2023
      • Article

      Self-Preferencing at Amazon: Evidence from Search Rankings

      By: Chiara Farronato, Andrey Fradkin and Alexander MacKay
      We study whether Amazon engages in self-preferencing on its marketplace by favoring its own brands (e.g., Amazon Basics) in search. To address this question, we collect new micro-level consumer search data using a custom browser extension installed by a panel of study...  View Details
      Keywords: Consumer Behavior; E-commerce; Product Positioning; Brands and Branding
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      Farronato, Chiara, Andrey Fradkin, and Alexander MacKay. "Self-Preferencing at Amazon: Evidence from Search Rankings." AEA Papers and Proceedings 113 (May 2023): 239–243.
      • April 17, 2023
      • Article

      Crypto-Influencers Give Poor Investment Advice—and the SEC Is Taking Notice

      By: Joseph Pacelli
      Keywords: Cryptocurrency; Power and Influence; Investment; Governing Rules, Regulations, and Reforms; Investment Return; Consumer Behavior
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      Pacelli, Joseph. "Crypto-Influencers Give Poor Investment Advice—and the SEC Is Taking Notice." Promarket (April 17, 2023).
      • April 12, 2023
      • Article

      Using AI to Adjust Your Marketing and Sales in a Volatile World

      By: Das Narayandas and Arijit Sengupta
      Why are some firms better and faster than others at adapting their use of customer data to respond to changing or uncertain marketing conditions? A common thread across faster-acting firms is the use of AI models to predict outcomes at various stages of the customer...  View Details
      Keywords: Forecasting and Prediction; AI and Machine Learning; Consumer Behavior; Technology Adoption; Competitive Advantage
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      Narayandas, Das, and Arijit Sengupta. "Using AI to Adjust Your Marketing and Sales in a Volatile World." Harvard Business Review Digital Articles (April 12, 2023).
      • 2023
      • Working Paper

      Using GPT for Market Research

      By: James Brand, Ayelet Israeli and Donald Ngwe
      Large language models (LLMs) have quickly become popular as labor-augmenting tools for programming, writing, and many other processes that benefit from quick text generation. In this paper we explore the uses and benefits of LLMs for researchers and...  View Details
      Keywords: Large Language Model; Research; AI and Machine Learning; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry
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      Brand, James, Ayelet Israeli, and Donald Ngwe. "Using GPT for Market Research." Harvard Business School Working Paper, No. 23-062, April 2023. (Revised July 2023.)
      • April 3, 2023
      • Article

      Getting a Clearer View of Your Company’s Carbon Footprint

      By: Robert S. Kaplan, Karthik Ramanna and Stefan Reichelstein
      E-liability accounting is a new technique that will help customers factor in a product’s environmental footprint into their purchasing decisions and will help create a competition dynamic that leads to reduced carbon outputs. This article describes two pilot studies—by...  View Details
      Keywords: Environmental Sustainability; Environmental Accounting; Supply Chain; Consumer Behavior
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      Kaplan, Robert S., Karthik Ramanna, and Stefan Reichelstein. "Getting a Clearer View of Your Company’s Carbon Footprint." Harvard Business Review Digital Articles (April 3, 2023).
      • March 31, 2023
      • Article

      What Is the Optimal Pattern of a Customer Journey?

      By: Julian De Freitas
      Even though customer experience (CX) leaders are becoming increasingly focused on optimizing their firms’ customer journeys, they face a clear challenge: Which touchpoints along the journey should they invest in? That is, which moments when the customer interacts with...  View Details
      Keywords: Consumer Behavior; Customers; Brands and Branding
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      De Freitas, Julian. "What Is the Optimal Pattern of a Customer Journey?" Harvard Business Review (website) (March 31, 2023).
      • 2023
      • Working Paper

      Deep Responsibility and Irresponsibility in the Beauty Industry

      By: Geoffrey Jones
      This working paper employs the concept of deep responsibility to assess the social responsibility of the beauty industry over time. It shows that many of today’s problems with the industry have deep historical roots. Products have carried too many health hazards....  View Details
      Keywords: Corporate Social Responsibility and Impact; Corporate Accountability; Ethics; Beauty and Cosmetics Industry
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      Jones, Geoffrey. "Deep Responsibility and Irresponsibility in the Beauty Industry." Harvard Business School Working Paper, No. 23-058, March 2023.
      • 2023
      • Working Paper

      Differentiating on Diversity: How Disclosing Workforce Diversity Improves Brand Attitudes

      By: Maya Balakrishnan, Jimin Nam and Ryan W. Buell
      Companies are facing increased pressure to “walk the talk” on diversity, equity, and inclusion (DEI) in their operations. One specific call-to-action from stakeholders is the public disclosure of EEO-1s. Companies with 100+ employees are federally mandated to annually...  View Details
      Keywords: Consumer Behavior; Corporate Disclosure; Diversity; Employees; Perception
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      Balakrishnan, Maya, Jimin Nam, and Ryan W. Buell. "Differentiating on Diversity: How Disclosing Workforce Diversity Improves Brand Attitudes." Harvard Business School Working Paper, No. 23-053, August 2022.
      • March 2023
      • Teaching Note

      Ransomware Attack at Colonial Pipeline Company

      By: Suraj Srinivasan and Li-Kuan Ni
      Teaching Note for HBS Case No. 123-069. On the morning of May 7, 2021, Colonial Pipeline Company became aware that the company had been the victim of a malicious ransomware attack that had stolen and locked up company data. The extortionists demanded 75 bitcoins (worth...  View Details
      Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Business or Company Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Infrastructure; Distribution Industry; United States; Alabama
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      Srinivasan, Suraj, and Li-Kuan Ni. "Ransomware Attack at Colonial Pipeline Company." Harvard Business School Teaching Note 123-070, March 2023.
      • March 2023
      • Case

      Ransomware Attack at Colonial Pipeline Company

      By: Suraj Srinivasan and Li-Kuan Ni
      On the morning of May 7, 2021, Colonial Pipeline Company became aware that the company had been the victim of a malicious ransomware attack that had stolen and locked up company data. The extortionists demanded 75 bitcoins (worth about $4.4 million at the time) in...  View Details
      Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Business or Company Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Infrastructure; Distribution Industry; United States; Alabama
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      Srinivasan, Suraj, and Li-Kuan Ni. "Ransomware Attack at Colonial Pipeline Company." Harvard Business School Case 123-069, March 2023.
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