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    • All HBS Web  (1,615)
      • Faculty Publications  (459)

      Consumer Behavior Remove Consumer Behavior →

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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...  View Details
      Keywords: Corporate Social Responsibility and Impact; Philanthropy and Charitable Giving; Behavior
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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
      Keywords: Agribusiness; Food; Consumer Behavior; Animal-Based Agribusiness; Brands and Branding; Integration; Strategy; Change Management; Change; Organizational Structure; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States
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      Reinhardt, Forest L., Jose B. Alvarez, and Natalie Kindred. "Applegate Farms." Harvard Business School Case 723-025, December 2022.
      • 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...  View Details
      Keywords: Contracts; Market Participation; Consumer Behavior; Price; Insurance Industry
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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
      Keywords: Consumer Behavior; E-commerce; Price
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      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...  View Details
      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
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      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...  View Details
      Keywords: Long-run Targeting; Heterogeneous Treatment Effect; Statistical Surrogacy; Customer Churn; Field Experiments; Consumer Behavior; Customer Focus and Relationships; AI and Machine Learning; Marketing
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      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....  View Details
      Keywords: Data-driven Decision-making; Decisions; Negotiation; Bids and Bidding; Valuation; Consumer Behavior; Real Estate Industry
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      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

      By: Marco Di Maggio, Emily Williams and Justin Katz
      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...  View Details
      Keywords: Household Finance; Fintech; Consumer Credit; Credit; Consumer Behavior
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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...  View Details
      Keywords: Advertising; Brands and Branding; Marketing Strategy; Consumer Behavior; Growth and Development Strategy; Video Game Industry; Japan
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      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...  View Details
      Keywords: Autonomous Vehicles; Market Entry and Exit; Opportunities; Governing Rules, Regulations, and Reforms; Consumer Behavior; Business Model; Auto Industry; Transportation Industry; France; United States
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      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

      By: Karen G. Mills, Christina Wallace, Ebehi Iyoha, Gabriella Elanbeck and Morgane Herculano
      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...  View Details
      Keywords: Games; Mergers and Acquisitions; Trends; Entrepreneurship; Bids and Bidding; Consumer Behavior; Entertainment and Recreation Industry; Technology Industry
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      Mills, Karen G., Christina Wallace, Ebehi Iyoha, Gabriella Elanbeck, and Morgane Herculano. "Wordle." Harvard Business School Case 323-032, September 2022.
      • 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...  View Details
      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
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      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...  View Details
      Keywords: Rare Goods; Scarcity; E-commerce; Consumer Behavior; Auctions
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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
      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
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      Serafeim, George. Purpose + Profit: How Business Can Lift Up the World. New York: HarperCollins Leadership, 2022.
      • 2022
      • Working Paper

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

      By: Jimin Nam, M. Balakrishnan, Julian De Freitas and Alison Wood Brooks
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      Nam, Jimin, M. Balakrishnan, Julian De Freitas, and Alison Wood Brooks. "Speedy Activists: Firm Reaction Time to Sociopolitical Events Influences Consumer Behavior." Working Paper, 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...  View Details
      Keywords: Choice; Purchase Intent; Privacy; Privacy Notices; Warnings; Assurances; Information Disclosure; Trust; Consumer Behavior; Spending; Decisions; Information; Communication
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      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...  View Details
      Keywords: Obfuscation; Credit Cards; Strategic Incentives; Complexity; Agreements and Arrangements; Customers; Consumer Behavior; Financial Services Industry
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      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...  View Details
      Keywords: Moral Judgement; Thin Slices; Social Media; Fake News; Misinformation; Moral Sensibility; Behavior; News
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      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...  View Details
      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
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      Israeli, Ayelet, Fares Khrais, and Menna Hassan. "Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience." Harvard Business School Teaching Note 523-009, July 2022.
      • 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...  View Details
      Keywords: Consumer Choice; Consumer Behavior; Competition; Product Marketing
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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.
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