Want to Live a Meaningful Life? Be the Hero of Your Story
FEATURED FACULTY Jonah Berger Wharton marketing professor Jonah Berger’s latest co-authored research focuses on storytelling. His paper...
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Aug 14, 2023
What Jobs Will AI Replace? Not Those Requiring a Human Touch
Automation is efficient, but it can’t replicate the human touch. Consumers prefer the unique qualities that human labor gives to certain...
Jul 31, 2023
Hey Google, Does Voice Search Yield Better Results Than Typing?
Any good trip down the internet rabbit hole begins with an entry into the search bar, the portal from which consumers can summon every...
Jul 24, 2023
What Do You Really Know About Your Customer Base?
As a leader in your organization, you will be very familiar with your organization’s key financial statements and monthly management ...
May 30, 2023
The Marketing Psychology Behind Celebrity Endorsements
Whether it’s Cindy Crawford gulping down a Pepsi, Shaquille O’Neal hawking Icy Hot, or Daniel Craig dancing his way through a Belvedere ...
May 9, 2023
Why Category Killers Can’t Survive
The category killer is dead, says Wharton marketing professor John Zhang. Toys “R” Us, Circuit City, Barnes & Noble, and other themed ...
May 2, 2023
How Defining a Brand Purpose Can Build Consumer Trust
In his 2022 letter to CEOs, BlackRock founder Larry Fink called on companies to articulate their core values during this era of...
Feb 21, 2023
Why the Medium Shapes the Message in Marketing
Consumers love to share their opinions, whether it’s a scathing one-star review on a hated product or telling friends about a delicious ...
May 10, 2022
Are Retailers Losing Money on Loyalty Programs?
Loyalty programs are a great way for companies to grab more customers by offering perks such as free shipping or unlimited refills, ...
Apr 18, 2022
Why Online Retailers Have a ‘Need for Speed’
Few things are as frustrating for online shoppers as a lousy website. They want to add to cart, but the page won’t load or there’s too...
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