Publications
Publications
Show Results For
-
All HBS Web
(171)
- Faculty Publications (11)
Page 1 of
11
Results
Are you looking for?
Market researchers generally, and survey experts specifically, study consumers to learn about their behavior: What are consumers’ opinions,...
We document a novel driver of consumer behavior: pay ratio disclosure. Swiss corporation performance data gathered during a legally mandated pay...
- April 2021
- Case
Accounting for Bitcoin at Tesla
By: Charles C.Y. Wang and Siyu Zhang
In February of 2021, Tesla revealed that it had purchased $1.5 billion of Bitcoin, totaling 7.5% of the company's cash. This announcement came after a series of cryptocurrency-related tweets from Elon Musk, the company's CEO, and a surge in cryptocurrency values. The...
View Details
- 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
- 2020
- Working Paper
The Bulletproof Glass Effect: When Privacy Notices Backfire
By: Aaron R. Brough, David A. Norton and Leslie John
Firms typically provide assurances to consumers about data management practices in the form of privacy notices. This manuscript proposes that ironically, such assurances can fuel rather than alleviate privacy concerns. Indeed, we show that consumers react to assurances...
View Details
- 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
- June 2018 (Revised February 2019)
- Teaching Note
Home Nursing of North Carolina
By: Richard S. Ruback, Royce Yudkoff and Ahron Rosenfeld
In 2011, immediately after graduating HBS, Ari Medoff began a self-funded search for a small firm to buy and run as its CEO. After just three month of searching, he identified Home Nursing of North Carolina (HNNC), a home care agency based in Greensboro, NC, as a...
View Details
- April 2018
- Article
Consumers Avoid Buying from Firms with Higher CEO-to-Worker Pay Ratios
By: Bhavya Mohan, Tobias Schlager, Rohit Deshpandé and Michael I. Norton
We document a novel driver of consumer behavior: pay ratio disclosure. Swiss corporation performance data gathered during a legally mandated pay ratio referendum reveals that salient high pay ratios are associated with decreased firm sales (Pilot Study). An...
View Details
Keywords:
Pay Ratio;
Wage Fairness;
Purchase Intention;
Customers;
Wages;
Fairness;
Consumer Behavior
- August 2017 (Revised November 2017)
- Case
Accounting for Political Risk at AES
By: Gerardo Pérez Cavazos and Suraj Srinivasan
As a global energy generating company, AES frequently faces challenges from political changes and instability. This is exacerbated by the fact that in many instances AES' primary customer is the government, which is also in charge of law-making. For example, AES'...
View Details
- 2011
- Article
The Consumer Psychology of Mail-in Rebates
By: John T. Gourville and Dilip Soman
Consumers who buy a product intending to use an accompanying mail-in rebate often do not redeem the rebate. To explain this behavior, we argue that consumers use an anchoring and adjustment approach to predicting the likelihood of redeeming a rebate. In keeping with...
View Details
- August 2007 (Revised September 2008)
- Case
Marketing the "$100 Laptop" (A)
By: John A. Quelch and Carin-Isabel Knoop
In 2002, Professor Nicholas Negroponte, a successful venture capitalist, author, and co-founder and chairman emeritus of the Massachusetts Institute of Technology (MIT) Media Lab, announced his intention to build a PC so cheap as to make it possible to provide...
View Details
- July 2001 (Revised August 2005)
- Case
Medicines Company, The
It is early 2001 and the Medicines Co. just received FDA approval to market Angiomax, a blood thinner to be used during angioplasties and heart procedures. It is intended to be a better alternative to Heparin, an 80-year-old drug that costs less then $10 per dose. The...
View Details
- Research Summary
Drip Pricing
Anyone who has shopped for an airline ticket online has experienced drip pricing, as each successive screen seems to reveal another fee throughout the purchasing process. This practice is becoming prevalent in a variety of industries, but its effect on consumers is... View Details