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Publications

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    • Faculty Publications  (26)

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    • All HBS Web  (1,464)
      • Faculty Publications  (26)

      Consumer Surveys Remove Consumer Surveys →

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      FIELD Global Immersion: Developing Customer Empathy
      Who Selected Adjustable-Rate Mortgages? Evidence from the 1989-2007 Surveys of Consumer Finances
      → Search All HBS Web
      • 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; Retail 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
      • Working Paper

      Consumer Protection in an Online World: An Analysis of Occupational Licensing

      By: Chiara Farronato, Andrey Fradkin, Bradley Larsen and Erik Brynjolfsson
      We study the effects of occupational licensing on consumer choices and market outcomes in a large online platform for residential home services. We exploit exogenous variation in the time at which licenses are displayed on the platform to identify the causal effects of...  View Details
      Keywords: Occupational Licensing; Consumer Protection; Governing Rules, Regulations, And Reforms; consumer Behavior; Decision Making; Customer Satisfaction
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      Farronato, Chiara, Andrey Fradkin, Bradley Larsen, and Erik Brynjolfsson. "Consumer Protection in an Online World: An Analysis of Occupational Licensing." NBER Working Paper Series, No. 26601, January 2020.
      • Article

      Toward a Corporate Culture of Health: Results of a National Survey

      By: Michael Anne Kyle, Lumumba Seegars, John M. Benson, Robert J. Blendon, Robert S. Huckman and Sara J. Singer
      Context: The private sector has a large potential role in advancing health and well-being, but attention to corporate practices around health tends to focus on a narrow range of issues and on large businesses. Systematically describing private sector engagement in...  View Details
      Keywords: Corporate Health; Social Determinants Of Health; Health Policy; Public Health; Organizations; Health; Policy; surveys
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      Kyle, Michael Anne, Lumumba Seegars, John M. Benson, Robert J. Blendon, Robert S. Huckman, and Sara J. Singer. "Toward a Corporate Culture of Health: Results of a National Survey." Milbank Quarterly 97, no. 4 (December 2019): 954–977.
      • September–October 2019
      • Article

      How Purchase Probability Scales Can Shed Light on Consumer Purchase Intentions

      By: Rene Befurt and Alvin J. Silk
      Market researchers generally, and survey experts specifically, study consumers to learn about their behavior: What are consumers’ opinions, attitudes, thoughts, and actions at the various stages of the buying process? Especially in litigation cases, these and other...  View Details
      Keywords: Purchase Intentions; Buying Process; consumer Behavior; surveys
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      Befurt, Rene, and Alvin J. Silk. "How Purchase Probability Scales Can Shed Light on Consumer Purchase Intentions." Landslide: Advancing Intellectual Property Law 12, no. 1 (September–October 2019): 51–54.
      • 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; Market 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.
      • May 2018
      • Article

      The Changing Craft of Selling

      By: Frank V. Cespedes and Tiffani Bova
      This article draws on two surveys: one with more than 3,100 sales professionals about trends affecting the role(s) of sales in their companies, and the other with over 7,000 consumer and business buyers about their expectations when dealing with sales people. The...  View Details
      Keywords: Sales; Change; Trends; Performance Effectiveness
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      Cespedes, Frank V., and Tiffani Bova. "The Changing Craft of Selling." Top Sales Magazine (May 2018), 16–19.
      • 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; Digital Platforms; Oculus; Google; Htc; Magic Leap; Microsoft; Samsung; Software; Niantic; Technology Adoption; Market Platforms; Technology Adoption; 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.
      • Article

      Understanding the Advice of Commissions-Motivated Agents: Evidence from the Indian Life Insurance Market

      By: Santosh Anagol, Shawn Cole and Shayak Sarkar
      We conduct a series of field experiments to evaluate the quality of advice provided by life insurance agents in India. Agents overwhelmingly recommend unsuitable, strictly dominated products, which provide high commissions to the agent. Agents cater to the beliefs of...  View Details
      Keywords: Advice; Customers; Insurance; Service Operations; Motivation And Incentives; Ethics; India
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      Anagol, Santosh, Shawn Cole, and Shayak Sarkar. "Understanding the Advice of Commissions-Motivated Agents: Evidence from the Indian Life Insurance Market." Review of Economics and Statistics 99, no. 1 (March 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: Accounting; 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: Marketing; Market Research; Design Thinking; Customer Behavior; Consumer 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.)
      • August 2014
      • Technical Note

      Conjoint Analysis: A Do it Yourself Guide

      By: Elie Ofek and Olivier Toubia
      Conjoint Analysis has become one of the most commonly used quantitative market research methods. It has been successfully employed across a wide variety of industries to quantify consumer preferences for products and services. This technical note is intended to provide...  View Details
      Keywords: Market Research; Conjoint Analysis; Consumer Preferences; Segmentation; Product Development; Demand Measurement; Demand And consumers; Analysis; Markets
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      Ofek, Elie, and Olivier Toubia. "Conjoint Analysis: A Do it Yourself Guide." Harvard Business School Technical Note 515-024, August 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: Insurance; 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.
      • 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.
      • Article

      The Effect of Dividends on Consumption

      By: Malcolm Baker, Stefan Nagel and Jeffrey Wurgler
      Classical models predict that the division of stock returns into dividends and capital appreciation does not affect investor consumption patterns, while mental accounting and other economic frictions predict that investors have a higher propensity to consume from...  View Details
      Keywords: Investment; Investment Return; Economics; Stocks; Capital; Business Earnings; Investment Portfolio; Investment Funds; Cost; Saving
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      Baker, Malcolm, Stefan Nagel, and Jeffrey Wurgler. "The Effect of Dividends on Consumption." Brookings Papers on Economic Activity, no. 1 (2007): 277–291.
      • August 2006
      • Case

      Dreyer's Slow Churned(TM) Ice Cream

      By: Noel H. Watson, Steven C. Wheelwright and Brian DeLacey
      Examines capacity forecasting and planning in a complex new product introduction scenario. The introduction at Dreyer's, a large dairy snack manufacturer, involves not only a new product but a new manufacturing process and product package, thus implying a significant...  View Details
      Keywords: Advertising; Forecasting And Prediction; Growth And Development Strategy; Brands And Branding; Product Launch; Product Development; Planning; Food And Beverage Industry; United States
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      Watson, Noel H., Steven C. Wheelwright, and Brian DeLacey. "Dreyer's Slow Churned(TM) Ice Cream." Harvard Business School Case 607-018, August 2006.
      • 2006
      • Working Paper

      The Effect of Dividends on Consumption

      By: Malcolm Baker, Stefan Nagel and Jeffrey Wurgler
      Classical models predict that the division of stock returns into dividends and capital appreciation does not affect investor consumption patterns, while mental accounting and other economic frictions predict that investors have a higher propensity to consume from stock...  View Details
      Keywords: Demand And consumers; Personal Finance; Investment Return; Household
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      Baker, Malcolm, Stefan Nagel, and Jeffrey Wurgler. "The Effect of Dividends on Consumption." NBER Working Paper Series, No. 12288, June 2006. (First Draft in 2005.)
      • September 20, 2004
      • Comment

      How Consumers Value Global Brands

      By: Douglas Holt, John A. Quelch and Earl L. Taylor
      In 2002, we carried out a two-stage research project in partnership with the market research company Research International/USA to find out how consumers in different countries value global brands. First, we conducted a qualitative study in forty-one countries to...  View Details
      Keywords: Global Brands; Brand Value; Multi-national Brands; Social Responsibility; Global Range; Multinational Firms And Management; Globalized Markets And Industries; Brands And Branding; Social Marketing; Corporate Social Responsibility And Impact
      Citation
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      Holt, Douglas, John A. Quelch, and Earl L. Taylor. "How Consumers Value Global Brands." Harvard Business School Working Knowledge (September 20, 2004).
      • August 2004 (Revised February 2006)
      • Case

      Marketing James Patterson

      By: John A. Deighton
      Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at...  View Details
      Keywords: Advertising; Debates; surveys; Swot Analysis; Brands And Branding; Marketing Channels; Product Marketing; consumer Behavior; Outcome Or Result; Sales
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      Deighton, John A. "Marketing James Patterson." Harvard Business School Case 505-029, August 2004. (Revised February 2006.) (request a courtesy copy.)
      • May 1998
      • Background Note

      Note on the Retailing Industry

      By: David E. Bell and Ann Leamon
      Presents a survey discussion of retailing and current issues. Examines the impact of changing consumer attitudes on the industry and outlines the industry's response: consolidation, adoption of technology, use of brands and private labels, and changing relationships...  View Details
      Keywords: Transformation; Debates; Customers; surveys; Partners And Partnerships; Attitudes; Adoption; Consolidation; Retail Industry
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      Bell, David E., and Ann Leamon. "Note on the Retailing Industry." Harvard Business School Background Note 598-148, May 1998.
      • Article

      The Product Management Audit: Design and Survey Findings

      By: John A. Quelch, Paul Farris and James Olver
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      Quelch, John A., Paul Farris, and James Olver. "The Product Management Audit: Design and Survey Findings." Journal of Consumer Marketing 4, no. 3 (Summer 1987): 45–58.
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      Are you looking for?

      FIELD Global Immersion: Developing Customer Empathy
      Who Selected Adjustable-Rate Mortgages? Evidence from the 1989-2007 Surveys of Consumer Finances
      → Search All HBS Web
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