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Publications

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    • All HBS Web  (518)
      • Faculty Publications  (19)

      Purchase Intention Remove Purchase Intention →

      Page 1 of 19 Results

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      How Purchase Probability Scales Can Shed Light on Consumer Purchase Intentions
      Consumers Avoid Buying from Firms with Higher CEO-to-Worker Pay Ratios
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      • 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
      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, and Leslie John. "The Bulletproof Glass Effect: When Privacy Notices Backfire." Harvard Business School Working Paper, No. 20-089, February 2020.
      • 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.
      • 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
      Keywords: Small Firms Management; Acquisition; Negotiation Process; Investment; Small Business; Management; Personal Development and Career
      Citation
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      Ruback, Richard S., Royce Yudkoff, and Ahron Rosenfeld. "Home Nursing of North Carolina." Harvard Business School Teaching Note 218-130, June 2018. (Revised February 2019.)
      • 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
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      Mohan, Bhavya, Tobias Schlager, Rohit Deshpandé, and Michael I. Norton. "Consumers Avoid Buying from Firms with Higher CEO-to-Worker Pay Ratios." Special Issue on Marketplace Morality. Journal of Consumer Psychology 28, no. 2 (April 2018): 344–352.
      • October 2017
      • Article

      'Be Careless with That!' Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions

      By: Silvia Bellezza, Joshua M. Ackerman and Francesca Gino
      Consumers are often faced with the opportunity to purchase a new, enhanced product, such as a new phone, even though the product they currently own is still fully functional. We propose that consumers act more recklessly with their current products when in the presence...  View Details
      Keywords: Carelessness; Product Upgrade; Ownership; Justification; Consumer Behavior; Attitudes; Property
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      Bellezza, Silvia, Joshua M. Ackerman, and Francesca Gino. "'Be Careless with That!' Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions." Journal of Marketing Research (JMR) 54, no. 5 (October 2017): 768–784.
      • 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
      Keywords: Political Risk; Asset Impairment; Risk Factors; Fair Value; Fair Value Accounting; Financial Reporting; Financial Statements; Energy Industry; Bulgaria; Dominican Republic; United States; Venezuela
      Citation
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      Pérez Cavazos, Gerardo, and Suraj Srinivasan. "Accounting for Political Risk at AES." Harvard Business School Case 118-023, August 2017. (Revised November 2017.)
      • 2016
      • Working Paper

      Effectiveness of Paid Search Advertising: Experimental Evidence

      By: Weijia (Daisy) Dai and Michael Luca
      Paid search has become an increasingly common form of advertising, comprising about half of all online advertising expenditures. To shed light on the effectiveness of paid search, we design and analyze a large-scale field experiment on the review platform Yelp.com. The...  View Details
      Keywords: Search Technology; Performance; Online Advertising; Service Industry
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      Dai, Weijia (Daisy), and Michael Luca. "Effectiveness of Paid Search Advertising: Experimental Evidence." Harvard Business School Working Paper, No. 17-025, October 2016.
      • 2015
      • Working Paper

      'Be Careless with That!' Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions

      By: Silvia Bellezza, Joshua M. Ackerman and Francesca Gino
      Consumers are often faced with the opportunity to purchase a new, enhanced product (e.g., a new phone), even though the device they currently own is still fully functional. We propose that consumers act more recklessly with their current products and are less concerned...  View Details
      Keywords: Carelessness; Product Upgrade; Justification; Loss; Consumer Behavior; Attitudes; Product; Ownership
      Citation
      SSRN
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      Bellezza, Silvia, Joshua M. Ackerman, and Francesca Gino. "'Be Careless with That!' Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions." Harvard Business School Working Paper, No. 15-077, April 2015.
      • Article

      Positioning Brands Against Large Competitors to Increase Sales

      By: Neeru Paharia, Jill Avery and Anat Keinan
      We explore the effect of having a large dominant competitor and show the conditions under which focusing on a competitive threat, rather than hiding it, can actually help a brand. We demonstrate through lab and field studies that highlighting a large competitor's size...  View Details
      Keywords: Brands; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Marketing; Marketing Strategy; Consumer Products Industry; Retail Industry; Food and Beverage Industry; Air Transportation Industry; United States
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      Paharia, Neeru, Jill Avery, and Anat Keinan. "Positioning Brands Against Large Competitors to Increase Sales." Journal of Marketing Research (JMR) 51, no. 6 (December 2014): 647–656. (Lead article.)
      • October 2014
      • Case

      Progressive, 2007-2013

      By: John R. Wells and Galen Danskin
      In 2013, Progressive was the fourth largest player in the auto insurance market, having lost the third position to GEICO in 2008. As the industry shifted from agency to online sales, GEICO's direct selling model positioned it strongly for growth. Progressive's direct...  View Details
      Keywords: Strategic Change; Insurance Companies; Insurance; Strategy; Insurance Industry; North America
      Citation
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      Wells, John R., and Galen Danskin. "Progressive, 2007-2013." Harvard Business School Case 715-427, October 2014.
      • May 2013
      • Article

      Sweatshop Labor Is Wrong Unless the Shoes Are Cute: Cognition Can Both Hurt and Help Motivated Moral Reasoning

      By: Neeru Paharia, Kathleen Vohs and Rohit Deshpandé
      The present research investigated the dual role of cognition as either an enabler of moral reasoning or self-interested motivated reasoning for endorsing sweatshop labor. Experiment 1A showed motivated reasoning: participants were more likely to endorse the use of...  View Details
      Keywords: Moral Sensibility; Motivation and Incentives; Working Conditions; Cognition and Thinking
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      Paharia, Neeru, Kathleen Vohs, and Rohit Deshpandé. "Sweatshop Labor Is Wrong Unless the Shoes Are Cute: Cognition Can Both Hurt and Help Motivated Moral Reasoning." Organizational Behavior and Human Decision Processes 121, no. 1 (May 2013): 81–88.
      • February 2011
      • Article

      The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

      By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
      We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential...  View Details
      Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Advertising Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
      Citation
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      Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
      • 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
      Keywords: Product Marketing; Consumer Behavior; Sales; Motivation and Incentives
      Citation
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      Gourville, John T., and Dilip Soman. "The Consumer Psychology of Mail-in Rebates." Journal of Product & Brand Management 20, no. 2 (2011).
      • July 2009
      • Journal Article

      Dirty Work, Clean Hands: The Moral Psychology of Indirect Agency

      By: Neeru Paharia, Karim Kassam, Joshua Greene and Max Bazerman
      When powerful people cause harm, they often do so indirectly through other people. Are harmful actions carried out through others evaluated less negatively than harmful actions carried out directly? Four experiments examine the moral psychology of indirect agency....  View Details
      Keywords: Judgments; Ethics; Moral Sensibility; Behavior; Motivation and Incentives; Power and Influence
      Citation
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      Paharia, Neeru, Karim Kassam, Joshua Greene, and Max Bazerman. "Dirty Work, Clean Hands: The Moral Psychology of Indirect Agency." Organizational Behavior and Human Decision Processes 109, no. 2 (July 2009): 134–141.
      • 2008
      • Working Paper

      Dirty Work, Clean Hands: The Moral Psychology of Indirect Agency

      By: Neeru Paharia, Karim S. Kassam, Joshua D. Greene and Max H. Bazerman
      When powerful people cause harm, they often do so indirectly through other people. Are harmful actions carried out through others evaluated less negatively than harmful actions carried out directly? Four experiments examine the moral psychology of indirect agency....  View Details
      Keywords: Judgments; Ethics; Moral Sensibility; Behavior; Motivation and Incentives; Power and Influence
      Citation
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      Paharia, Neeru, Karim S. Kassam, Joshua D. Greene, and Max H. Bazerman. "Dirty Work, Clean Hands: The Moral Psychology of Indirect Agency." Harvard Business School Working Paper, No. 09-012, August 2008. (Conditionally Accepted at Organizational Behavior and Human Decision Processes.)
      • 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
      Keywords: Venture Capital; Internet; Information Technology; Product Development; Technological Innovation; Nonprofit Organizations; Marketing Strategy; Hardware; Developing Countries and Economies; Manufacturing Industry; Information Technology Industry; Computer Industry; Cambridge
      Citation
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      Quelch, John A., and Carin-Isabel Knoop. Marketing the "$100 Laptop" (A). Harvard Business School Case 508-024, August 2007. (Revised September 2008.)
      • July 2001 (Revised August 2005)
      • Case

      Medicines Company, The

      By: John T. Gourville
      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
      Keywords: Business Model; Change Management; Decision Choices and Conditions; Cost Management; Price; Product Marketing; Product Launch; Product Development; Risk and Uncertainty; Health Industry; Pharmaceutical Industry
      Citation
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      Gourville, John T. "Medicines Company, The." Harvard Business School Case 502-006, July 2001. (Revised August 2005.)
      • Research Summary

      Drip Pricing

      By: Shelle M. Santana

      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

      • Forthcoming
      • Article

      A Salient Sugar Tax Decreases Sugary Drink Buying

      By: Grant E. Donnelly, Paige Guge, Ryan Howell and Leslie John
      Many governments have introduced sugary drink excise taxes to reduce purchasing and consumption of such drinks; however, they do not typically stipulate how such taxes should be communicated at point-of-purchase. Historical, field, and experimental data entailing over...  View Details
      Keywords: Decision-making; Health; Policy; Taxation; Consumer Behavior; Decision Making
      Citation
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      Donnelly, Grant E., Paige Guge, Ryan Howell, and Leslie John. "A Salient Sugar Tax Decreases Sugary Drink Buying." Psychological Science (forthcoming).
      • 1

      Are you looking for?

      How Purchase Probability Scales Can Shed Light on Consumer Purchase Intentions
      Consumers Avoid Buying from Firms with Higher CEO-to-Worker Pay Ratios
      → Search All HBS Web
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