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Publications

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    • All HBS Web  (259)
      • Faculty Publications  (36)

      Consumer Perception Remove Consumer Perception →

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      • 2022
      • 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
      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 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.
      • 2023
      • Working Paper

      Public Perception and Autonomous Vehicle Liability

      By: Julian De Freitas, Xilin Zhou, Margherita Atzei, Shoshana Boardman and Luigi Di Lillo
      The deployment of autonomous vehicles (AVs) and the accompanying societal and economic benefits will greatly depend on how much liability AV firms will have to carry for accidents involving these vehicles, which in turn impacts their insurability and associated...  View Details
      Keywords: Autonomous Vehicles; Moral Judgment; Liabilities; Harm; Insurance; Moral Sensibility; Legal Liability; Risk and Uncertainty; Technological Innovation; Public Opinion
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      De Freitas, Julian, Xilin Zhou, Margherita Atzei, Shoshana Boardman, and Luigi Di Lillo. "Public Perception and Autonomous Vehicle Liability." Harvard Business School Working Paper, No. 23-036, January 2023. (Revised January 2023.)
      • January 2023
      • Article

      Calculators for Women: When Identity-Based Appeals Backfire

      By: Tami Kim, Kate Barasz, Michael I. Norton and Leslie K. John
      From “Chick Beer” to “Dryer Sheets for Men,” identity-based labeling is frequently deployed by marketers to appeal to specific target markets. Yet such identity appeals can backfire, alienating the very consumers they aim to attract. We theorize and empirically...  View Details
      Keywords: Categorization Threat; Stereotypes; Identity; Labels; Gender; Perception; Consumer Behavior
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      Kim, Tami, Kate Barasz, Michael I. Norton, and Leslie K. John. "Calculators for Women: When Identity-Based Appeals Backfire." Special Issue on Racism and Discrimination in the Marketplace edited by Samantha N. N. Cross and Stephanie Dellande. Journal of the Association for Consumer Research 8, no. 1 (January 2023): 72–82.
      • April 2022
      • Article

      Consumers Value Effort over Ease When Caring for Close Others

      By: Ximena Garcia-Rada, Mary Steffel, Elanor F. Williams and Michael I. Norton
      Many products and services are designed to make caregiving easier, from premade meals for feeding families to robo-cribs that automatically rock babies to sleep. Yet, using these products may come with a cost: consumers may feel they have not exerted enough effort....  View Details
      Keywords: Effor; Caregiving; Close Relationships; Symbolic Meaning; Signaling; Relationships; Consumer Behavior; Perception
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      Garcia-Rada, Ximena, Mary Steffel, Elanor F. Williams, and Michael I. Norton. "Consumers Value Effort over Ease When Caring for Close Others." Journal of Consumer Research 48, no. 6 (April 2022): 970–990.
      • January 2022
      • Article

      Rejections Make the Heart Grow Fonder: The Benefits of Articulating Risks When Declining Social Invitations

      By: Ashley Whillans, Anne Wilson and Tobias Schlager (Shared Authorship)
      Across six studies (N=3,591), we explore the interpersonal consequences of COVID-19 risk communication when rejecting social invitations. In Study 1, consumers underestimate the benefits and overestimate the social costs of explicitly rejecting social invitations for...  View Details
      Keywords: COVID; Social Invitations; Interpersonal Perception; Health Pandemics; Risk and Uncertainty; Interpersonal Communication
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      Whillans, Ashley, Anne Wilson, and Tobias Schlager (Shared Authorship). "Rejections Make the Heart Grow Fonder: The Benefits of Articulating Risks When Declining Social Invitations." Journal of the Association for Consumer Research 7, no. 1 (January 2022): 124–132.
      • October 2021
      • Article

      Communicating Resource Scarcity and Interpersonal Connection

      By: Grant E. Donnelly, Anne V. Wilson, Ashley V. Whillans and Michael I. Norton
      Consumers often cite insufficient time or money as an excuse for rejecting social invitations. We explore the effectiveness of these excuses in preserving interpersonal relationships. Six studies—including perceptions of couples planning their wedding—demonstrate that...  View Details
      Keywords: Time; Interpersonal Relationships; Communication; Money; Relationships; Interpersonal Communication
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      Donnelly, Grant E., Anne V. Wilson, Ashley V. Whillans, and Michael I. Norton. "Communicating Resource Scarcity and Interpersonal Connection." Journal of Consumer Psychology 31, no. 4 (October 2021): 726–745.
      • July 2021
      • Article

      Consumers—Especially Women—Avoid Buying from Firms with Higher Gender Pay Gaps

      By: Tobias Schlager, Bhavya Mohan, Katherine DeCelles and Michael I. Norton
      We document a unique driver of consumer behavior: the public disclosure of a firm’s gender pay gap. Four experiments provide causal evidence that when firms are revealed to have gender pay gaps, consumers are less willing to pay for their goods, a reaction driven by...  View Details
      Keywords: Pay Gap; Perceived Wage Fairness; Purchase Intention; Gender; Wages; Fairness; Perception; Consumer Behavior
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      Schlager, Tobias, Bhavya Mohan, Katherine DeCelles, and Michael I. Norton. "Consumers—Especially Women—Avoid Buying from Firms with Higher Gender Pay Gaps." Special Issue on Consumer Psychology for the Greater Good. Journal of Consumer Psychology 31, no. 3 (July 2021): 518–531.
      • July–August 2021
      • Article

      Surfacing the Submerged State: Operational Transparency Increases Trust in and Engagement with Government

      By: Ryan W. Buell, Ethan Porter and Michael I. Norton
      Problem definition: As trust in government reaches historic lows, frustration with government performance approaches record highs. Academic/practical relevance: We propose that in co-productive settings like government services, peoples’ trust and...  View Details
      Keywords: Government Services; Behavioral Operations; Operational Transparency; Government Administration; Service Operations; Programs; Perception; Attitudes; Behavior; Trust
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      Buell, Ryan W., Ethan Porter, and Michael I. Norton. "Surfacing the Submerged State: Operational Transparency Increases Trust in and Engagement with Government." Manufacturing & Service Operations Management 23, no. 4 (July–August 2021): 781–802.
      • February 2021
      • Article

      How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice

      By: Ryan W. Buell and Basak Kalkanci
      Amid growing calls for transparency and social and environmental responsibility, companies are employing different strategies to improve consumer perceptions of their brands. Some pursue internal initiatives that reduce their negative social or environmental impacts...  View Details
      Keywords: Sustainable Operations; Corporate Social Responsibility; Operational Transparency; Corporate Social Responsibility and Impact; Operations; Environmental Sustainability; Consumer Behavior; Perception
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      Buell, Ryan W., and Basak Kalkanci. "How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice." Management Science 67, no. 2 (February 2021): 932–950.
      • January 2021
      • Case

      Value-Based Insurance Design at Onex

      By: Joshua Schwartzstein, Amitabh Chandra and Amram Migdal
      The operating executives of Health and Benefits for Onex Partners, Megan Jackson Frye and Sam Camens, faced a challenge: Healthcare costs for employees of Onex’s portfolio companies were continuing to rise above the consumer price index, reflecting broader trends...  View Details
      Keywords: Decision Making; Cost vs Benefits; Decision Choices and Conditions; Decisions; Finance; Behavioral Finance; Insurance; Health; Health Care and Treatment; Human Resources; Compensation and Benefits; Markets; Demand and Consumers; Consumer Behavior; Social Psychology; Behavior; Interests; Motivation and Incentives; Perception; Health Industry; Insurance Industry; North America; United States
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      Schwartzstein, Joshua, Amitabh Chandra, and Amram Migdal. "Value-Based Insurance Design at Onex." Harvard Business School Case 921-023, January 2021.
      • 2020
      • Working Paper

      'Repayment-by-Purchase' Helps Consumers to Reduce Credit Card Debt

      By: Grant E. Donnelly, Cait Lamberton, Stephen Bush, Zoe Chance and Michael I. Norton
      Many consumers struggle to repay their credit card debt, in part because paying small portions of large bills often feels fruitless. We introduce a novel credit card payment option—repayment-by-purchase—and examine its influence on both the amount consumers’ repay and...  View Details
      Keywords: Consumer Debt; Goal Pursuit; Goal Progress; Financial Decison-making; Personal Finance; Credit Cards; Borrowing and Debt; Goals and Objectives; Motivation and Incentives; Decision Making
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      Donnelly, Grant E., Cait Lamberton, Stephen Bush, Zoe Chance, and Michael I. Norton. "'Repayment-by-Purchase' Helps Consumers to Reduce Credit Card Debt." Harvard Business School Working Paper, No. 21-060, November 2020.
      • 2020
      • Working Paper

      Consumers Punish Firms That Cut Employee Pay in Response to COVID-19

      By: Bhavya Mohan, Serena Hagerty and Michael Norton
      Two experiments, including one incentive compatible study, examine the impact of cutting pay for executives versus employees in response to COVID-19 on consumer behavior. Study 1 explores the effect of announcing cuts or no cuts to CEO and employee pay, and shows that...  View Details
      Keywords: Employee Furloughs; CEO Pay Cuts; Pay Ratios; Purchase Intention; Health Pandemics; Employees; Wages; Executive Compensation; Consumer Behavior
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      Mohan, Bhavya, Serena Hagerty, and Michael Norton. "Consumers Punish Firms That Cut Employee Pay in Response to COVID-19." Harvard Business School Working Paper, No. 21-020, August 2020.
      • November 2019
      • Article

      Procedural Justice and the Risks of Consumer Voting

      By: Tami Kim, Leslie John, Todd Rogers and Michael I. Norton
      Firms are increasingly giving consumers the vote. Eight studies demonstrate that when firms empower consumers to vote, consumers infer a series of implicit promises—even in the absence of explicit promises. We identify three implicit promises to which consumers react...  View Details
      Keywords: Consumer Empowerment; Procedural Justice; Promises; Customer Relationship Management; Voting; Perception; Fairness; Risk Management
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      Kim, Tami, Leslie John, Todd Rogers, and Michael I. Norton. "Procedural Justice and the Risks of Consumer Voting." Management Science 65, no. 11 (November 2019): 5234–5251.
      • Article

      The Feeling of Not Knowing It All

      By: Haiyang Yang, Ziv Carmon, Dan Ariely and Michael I. Norton
      How do consumers assess their mastery of knowledge they have learned? We explore this question by investigating a common knowledge consumption situation: encountering opportunities for further learning. We argue and show that such opportunities can trigger a...  View Details
      Keywords: Knowledge Consumption; Consumption Of Learning; Judgment Of Knowledge; Feeling Ofknowing; Confidence In Knowledge; WYSIATI; FONKIA; Knowledge Acquisition; Learning; Perception
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      Yang, Haiyang, Ziv Carmon, Dan Ariely, and Michael I. Norton. "The Feeling of Not Knowing It All." Journal of Consumer Psychology 29, no. 3 (July 2019): 455–462.
      • June 2019
      • Article

      Learning to Become a Taste Expert

      By: Kathryn A. Latour and John A. Deighton
      Evidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions. Current approaches to becoming expert center on cultivating an analytic mindset. In the present research the authors explore...  View Details
      Keywords: Learning; Experience and Expertise; Analysis; Perception
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      Latour, Kathryn A., and John A. Deighton. "Learning to Become a Taste Expert." Journal of Consumer Research 46, no. 1 (June 2019): 1–19.
      • 2022
      • Working Paper

      A Preference for Revision Absent Objective Improvement

      By: Ximena Garcia-Rada, Leslie K. John, Ed O’Brien and Michael I. Norton
      From downloading never-ending updates to tracking ever-newer releases, consumers today are surrounded by revised offerings that purport to have improved upon what was previously available. Although revising things often makes them better, the current research reveals...  View Details
      Keywords: Product Change; Versioning; Expectancy Effects; Heuristics; Intuitive Processing; Product Marketing; Change; Perception; Consumer Behavior
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      Garcia-Rada, Ximena, Leslie K. John, Ed O’Brien, and Michael I. Norton. "A Preference for Revision Absent Objective Improvement." Harvard Business School Working Paper, No. 19-087, February 2019. (Revised February 2022. Revise and resubmit, Journal of Marketing Research.)
      • 2019
      • Working Paper

      Communicating Resource Scarcity

      By: Grant E. Donnelly, Anne Wilson, A.V. Whillans and Michael I. Norton
      The development and maintenance of interpersonal relationships require investments of both money and time—resources that are often limited in supply, but in great demand. Indeed, consumers are regularly asked to dedicate their money and time to social engagements, and...  View Details
      Keywords: Interpersonal Relationships; Time; Communication; Relationships; Money; Perception
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      Donnelly, Grant E., Anne Wilson, A.V. Whillans, and Michael I. Norton. "Communicating Resource Scarcity." Harvard Business School Working Paper, No. 19-066, January 2019.
      • 2018
      • Working Paper

      Learning to Become a Taste Expert

      By: Kathryn A. Latour and John A. Deighton
      Evidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions. Current approaches to becoming an expert center on cultivating an analytic mindset. In the present research the authors...  View Details
      Keywords: Hedonic; Wine; Expertise; Holistic; Analytic; Sensory; Taste; Learning; Experience and Expertise; Analysis; Perception
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      Latour, Kathryn A., and John A. Deighton. "Learning to Become a Taste Expert." Harvard Business School Working Paper, No. 18-107, June 2018.
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