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      • 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 marketing researchers and...  View Details
      Keywords: Research; AI and Machine Learning; Analysis; Customers; Technology Industry; Information Technology Industry
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      Brand, James, Ayelet Israeli, and Donald Ngwe. "Using GPT for Market Research." Working Paper, March 2023.
      • 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.
      • February 2022
      • Article

      Sugar-sweetened Beverage Purchases and Intake at Event Arenas with and without a Portion Size Cap

      By: Sheri Volger, James Scott Parrott, Brian Elbel, Leslie K. John, Jason P. Block, Pamela Rothpletz-Puglia and Christina A. Roberto
      This is the first real-world study to examine the association between a voluntary 16-ounce (oz.) portion-size cap on sugar-sweetened beverages (SSB) at a sporting arena on volume of SSBs and food calories purchased and consumed during basketball games. Cross-sectional...  View Details
      Keywords: Sugar-sweetened Beverages; Nutrition Policy; Obesity Prevention; Portion Sizes; Nutrition; Policy; Health; Behavior
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      Volger, Sheri, James Scott Parrott, Brian Elbel, Leslie K. John, Jason P. Block, Pamela Rothpletz-Puglia, and Christina A. Roberto. "Sugar-sweetened Beverage Purchases and Intake at Event Arenas with and without a Portion Size Cap." Art. 101661. Preventative Medicine Reports 25 (February 2022).
      • April 17, 2021
      • Article

      Reimagining India's Health System: A Lancet Citizens' Commission

      By: Vikram Patel, Kiran Mazumdar-Shaw, Gagandeep Kang, Pamela Das and Tarun Khanna
      This commentary announces the launch of the Lancet Citizens’ Commission on Reimagining India’s Health System. The Commission is an ambitious, cross-sectoral effort to develop a citizens’ roadmap to achieving universal health coverage (UHC) in India in the next decade....  View Details
      Keywords: Universal Health Coverage; Health Care and Treatment; Reports; India
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      Patel, Vikram, Kiran Mazumdar-Shaw, Gagandeep Kang, Pamela Das, and Tarun Khanna. "Reimagining India's Health System: A Lancet Citizens' Commission." Lancet 397, no. 10283 (April 17, 2021). (Comment.)
      • Winter 2021
      • Editorial

      Introduction

      By: Michael A. Wheeler
      This issue of Negotiation Journal is dedicated to the theme of artificial intelligence, technology, and negotiation. It arose from a Program on Negotiation (PON) working conference on that important topic held virtually on May 17–18. The conference was not the...  View Details
      Keywords: Artificial Intelligence; Information Technology; Negotiation; AI and Machine Learning
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      Wheeler, Michael A. "Introduction." Special Issue on Artificial Intelligence, Technology, and Negotiation. Negotiation Journal 37, no. 1 (Winter 2021): 5–12.
      • July 2020 (Revised January 2021)
      • Case

      Pattern Brands

      By: Sunil Gupta, Elie Ofek and Julia Kelley
      In March 2020, direct-to-consumer (DTC) company Pattern Brands needed to decide how to allocate resources across its different brands. Pattern Co-Founders Nick Ling and Emmett Shine hoped to avoid the pitfalls faced by some DTC companies—such as inability to scale and...  View Details
      Keywords: Direct-to-consumer; Brands and Branding; Marketing Channels; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Business Model; Business Startups; Growth and Development Strategy; Demand and Consumers; Business Strategy; Diversification; Competitive Advantage; Consumer Products Industry; Consumer Products Industry; North and Central America; United States; New York (city, NY); New York (state, US)
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      Gupta, Sunil, Elie Ofek, and Julia Kelley. "Pattern Brands." Harvard Business School Case 521-009, July 2020. (Revised January 2021.)
      • 2020
      • Article

      Service Provider Salience: When Guilt Undermines Consumer Willingness to Buy Time

      By: Ashley V. Whillans, Alice Lee-Yoon and Elizabeth W. Dunn
      Spending money on time-saving services can improve happiness and reduce stress. Yet many people do not spend money to save time even when they can afford to do so, potentially because they feel guilty about paying other people to complete disliked tasks on their...  View Details
      Keywords: Time; Identifiable Victim Effect; Social Support; Happiness; Money; Spending; Attitudes; Consumer Behavior
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      Whillans, Ashley V., Alice Lee-Yoon, and Elizabeth W. Dunn. "Service Provider Salience: When Guilt Undermines Consumer Willingness to Buy Time." Art. 28. Collabra: Psychology 6 (2020).
      • Article

      Friends or Foes? Examining Platform Owners' Entry into Complementors' Spaces

      By: Feng Zhu
      As platform owners continue to expand their ecosystems, many of them have started to provide consumers with their own complementary applications. These moves position the platform owners as direct competitors to their complementors. This paper surveys empirical studies...  View Details
      Keywords: Platform; Complementors; Digital Platforms; Market Entry and Exit; Competition
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      Zhu, Feng. "Friends or Foes? Examining Platform Owners' Entry into Complementors' Spaces." Special Issue on Platforms. Journal of Economics & Management Strategy 28, no. 1 (Spring 2019): 23–28.
      • 2023
      • Working Paper

      Economic Integration and the Transmission of Democracy

      By: Marco Tabellini and Giacomo Magistretti
      In this paper, we study the effects of economic integration with democracies on individuals’ democratic values and on countries’ institutions. We combine survey data with country level measures of democracy from 1960 to 2015, and exploit improvements in air, relative...  View Details
      Keywords: Democratization; Institutional Development; Economic Integration; International Trade; Democracy; Political Preferences; Institutions; Trade; Global Range; Economics; Government and Politics
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      Tabellini, Marco, and Giacomo Magistretti. "Economic Integration and the Transmission of Democracy." Harvard Business School Working Paper, No. 19-003, July 2018. (Revised January 2023. Available also from VOX, VOXEU, Atlantico, and The Economist.)
      • January 2017
      • Background Note

      Making Virtual Reality Real

      By: Feng Zhu, Sarah Mehta and David Lane
      This note describes virtual reality and augmented reality technologies and describes the main consumer products on offer in 2016 as well as their manufacturers. It also surveys existing applications of virtual and augment reality technologies.  View Details
      Keywords: Virtual Reality; Augmented Reality; Oculus; Google; HTC; Magic Leap; Microsoft; Samsung; Software; Niantic; Digital Platforms; Technology Adoption; Applications and Software; Technology Industry
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      Zhu, Feng, Sarah Mehta, and David Lane. "Making Virtual Reality Real." Harvard Business School Background Note 617-013, January 2017.
      • December 2016 (Revised January 2017)
      • Supplement

      Accounting for the iPhone Upgrade Program (B)

      By: Jonas Heese, Krishna G. Palepu, H. David Sherman and Monica Baraldi
      In October 2016, Apple Inc. announced the financial results for its fiscal year 2016. CEO Tim Cook commented on a very successful fiscal year 2016 and focused on all the positive financial results. However, Apple’s 2016 annual report was also telling another story....  View Details
      Keywords: Apple Inc.; iPhone 6s; Accounting; Revenue Recognition; California; United States
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      Heese, Jonas, Krishna G. Palepu, H. David Sherman, and Monica Baraldi. "Accounting for the iPhone Upgrade Program (B)." Harvard Business School Supplement 117-039, December 2016. (Revised January 2017.)
      • September 2015 (Revised March 2017)
      • Technical Note

      FIELD Global Immersion: Developing Customer Empathy

      By: Jill Avery
      The Design Thinking process begins with empathizing with potential customers. Empathizing, being aware of, interpreting, and understanding the thoughts of others, as well as being able to vicariously experience them oneself, requires the careful and deliberate study of...  View Details
      Keywords: Market Research; Design Thinking; Customer Behavior; Ethnography; Interviews; Surveys; A/B Testing; Experimentation; Marketing; Customer Focus and Relationships; Consumer Behavior; Demand and Consumers
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      Avery, Jill. "FIELD Global Immersion: Developing Customer Empathy." Harvard Business School Technical Note 316-082, September 2015. (Revised March 2017.)
      • June 2014
      • Teaching Note

      Lit Motors

      By: Thomas Eisenmann
      In mid-2012 Lit Motors had created both engineering and design prototypes and conducted initial customer tests on less than $750,000 of investment. Lit Motors' founder, Daniel Kim, had started the company to design and manufacture an efficient electric 2-wheeled...  View Details
      Keywords: Lean Startup; Prototyping; Electric Vehicle; Urban Vehicle; Customer Test; Gyroscope; Entrepreneurs; Development Stage Enterprises; Creativity; Disruptive Technologies; Consumer Surveys; Market Segmentation; Manufacturing Costs; Entrepreneurship; Auto Industry; United States; California
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      Eisenmann, Thomas. "Lit Motors." Harvard Business School Teaching Note 814-120, June 2014.
      • Article

      Consumers' Misunderstanding of Health Insurance

      By: George Loewenstein, Joelle Y. Friedman, Barbara McGill, Sarah Ahmad, Suzanne Linck, Stacey Sinkula, John Beshears, James J. Choi, Jonathan Kolstad, David Laibson, Brigitte C. Madrian, John A. List and Kevin G. Volpp
      We report results from two surveys of representative samples of Americans with private health insurance. The first examines how well Americans understand, and believe they understand, traditional health insurance coverage. The second examines whether those insured...  View Details
      Keywords: Behavioral Economics; Simplification; Insurance; Consumer Behavior; Health Care and Treatment; Cognition and Thinking; Insurance Industry; Health Industry; United States
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      Loewenstein, George, Joelle Y. Friedman, Barbara McGill, Sarah Ahmad, Suzanne Linck, Stacey Sinkula, John Beshears, James J. Choi, Jonathan Kolstad, David Laibson, Brigitte C. Madrian, John A. List, and Kevin G. Volpp. "Consumers' Misunderstanding of Health Insurance." Journal of Health Economics 32, no. 5 (September 2013): 850–862.
      • December 2012 (Revised November 2014)
      • Case

      Lit Motors

      By: Thomas R. Eisenmann and Alex Godden
      In mid-2012 Lit Motors had created both engineering and design prototypes and conducted initial customer tests on less than $750,000 of investment. Lit Motors' founder, Daniel Kim, had started the company to design and manufacture an efficient electric 2-wheeled...  View Details
      Keywords: Lean Startup; Prototyping; Electric Vehicle; Urban Vehicle; Customer Tests; Gyroscope; Entrepreneurs; Development Stage Enterprises; Creativity; Disruptive Technologies; Consumer Surveys; Market Segmentation; Manufacturing Costs; Entrepreneurship; Auto Industry; United States; California
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      Eisenmann, Thomas R., and Alex Godden. "Lit Motors." Harvard Business School Case 813-079, December 2012. (Revised November 2014.)
      • April 2012
      • Article

      The Impact of Relative Standards on the Propensity to Disclose

      By: Alessandro Acquisti, Leslie John and George Loewenstein
      Two sets of studies illustrate the comparative nature of disclosure behavior. The first set investigates how divulgence is affected by signals about others' readiness to divulge. Study 1A shows a "herding" effect, such that survey respondents are more willing to...  View Details
      Keywords: Rights; Surveys; Management Practices and Processes; Ethics; Corporate Disclosure; Judgments; Consumer Behavior; Standards
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      Acquisti, Alessandro, Leslie John, and George Loewenstein. "The Impact of Relative Standards on the Propensity to Disclose." Journal of Marketing Research (JMR) 49, no. 2 (April 2012): 160–174.
      • December 2011
      • Article

      Prices or Knowledge? What Drives Demand for Financial Services in Emerging Markets?

      By: Shawn A. Cole, Thomas Sampson and Bilal Zia
      Financial development is critical for growth, but its micro-determinants are not well understood. We test leading theories of low demand for financial services in emerging markets, combining novel survey evidence from Indonesia and India with a field experiment. We...  View Details
      Keywords: Price; Knowledge; Demand and Consumers; Emerging Markets; Banks and Banking; Education; Finance; Behavior; Service Operations; Financial Services Industry; India; Indonesia
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      Cole, Shawn A., Thomas Sampson, and Bilal Zia. "Prices or Knowledge? What Drives Demand for Financial Services in Emerging Markets?" Journal of Finance 66, no. 6 (December 2011): 1933–1967.
      • April 2011
      • Case

      Designs by Kate: The Power of Direct Sales

      By: John A. Deighton and Sarah Abbott
      The sales representatives at Designs by Kate (DBK) sell private label jewelry at hosted parties and through online social media channels. They are also responsible for recruiting, training, and managing new sales reps. CEO and founder Kate Creevey designed the...  View Details
      Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Motivation and Incentives; Marketing Strategy; Salesforce Management; Performance; Compensation and Benefits; Apparel and Accessories Industry
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      Deighton, John A., and Sarah Abbott. "Designs by Kate: The Power of Direct Sales." Harvard Business School Brief Case 114-284, April 2011.
      • July 2008 (Revised May 2009)
      • Case

      The Springfield Nor'easters: Maximizing Revenues in the Minor Leagues

      By: Frank V. Cespedes, Christopher H. Lovelock and Laura Winig
      The marketing director of a new minor-league baseball team must design, conduct, and then interpret survey research to determine optimal ticket pricing that will yield large attendance figures and contribute to the owner's goal of breaking even in the first year of...  View Details
      Keywords: Market Research; Quantitative Analysis; Consumer Marketing; Pricing Strategy; Price; Marketing Strategy; Mathematical Methods; Product Launch; Sports; Sports Industry; Massachusetts
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      Cespedes, Frank V., Christopher H. Lovelock, and Laura Winig. "The Springfield Nor'easters: Maximizing Revenues in the Minor Leagues." Harvard Business School Brief Case 082-510, July 2008. (Revised May 2009.)
      • 2008
      • Working Paper

      Consumer Demand for Prize-Linked Savings: A Preliminary Analysis

      By: P. Tufano, Nick Maynard and Jan-Emmanuel De Neve
      This paper reports on a small-scale survey of the potential American demand for prize-linked savings accounts, an account that awards prizes as part of the saving product's return. In October 2006, Centra Credit Union launched a prize-linked savings pilot. As part of...  View Details
      Keywords: Saving; Income; Consumer Behavior; Personal Finance; Investment Return; Banks and Banking; Clarksville
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      Tufano, P., Nick Maynard, and Jan-Emmanuel De Neve. "Consumer Demand for Prize-Linked Savings: A Preliminary Analysis." Harvard Business School Working Paper, No. 08-061, February 2008.
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