Study finds Instagram micro-celebrities can shift brand attitudes and buying intent through direct engagement
A new study of 435 young women finds that a micro-celebrity's level of direct engagement with followers may matter more...
Read moreDetailsSalespeople who feel they’re making a difference may outperform those chasing commissions
A three-part study finds that salespeople driven by a sense of purpose, not just money, tend to work harder and...
Read moreDetailsFive persuasive approaches and when each one works best for marketers
A review of 45 studies identifies five persuasive communication approaches used in marketing and maps the conditions under which each...
Read moreDetailsWhen salespeople feel free and connected to their boss, they’re less likely to quit
New research links two basic psychological needs, autonomy and relatedness, to stronger salesperson-manager alignment. That alignment, in turn, is tied...
Read moreDetailsWant your brand to look premium? New research suggests making your logo less dynamic
New research finds that logos conveying stillness make brands seem more premium, while motion-suggesting logos do the opposite. The effect...
Read moreDetailsThe color trick that changes how you expect products to smell, taste, and feel
New research finds that more vivid product colors lead consumers to expect stronger smells, bolder tastes, and more intense textures,...
Read moreDetailsA new framework maps how influencers, brands, and platforms all compete for long-term value
A 15-author research team proposes a new framework showing how brands, influencers, and platforms compete and collaborate in a $24...
Read moreDetailsWhy personalized ads sometimes backfire: A research review explains when tailoring messages works and when it doesn’t
Personalized ads generally boost persuasion, but a major research review reveals they can also backfire, depending on what the match...
Read moreDetailsThe common advice to avoid high customer expectations may not be backed by evidence
A meta-analysis of 150 studies and nearly 60,000 consumers challenges the long-held marketing belief that high customer expectations lead to...
Read moreDetailsPersonality-matched persuasion works better, but mismatched messages can backfire
A review of 80 studies finds that tailoring persuasion strategies to people's personality traits works far better than generic messaging,...
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