Marketing

Jonah Berger of the Wharton School says that off-the-cuff marketing offers viewers a rare glimpse behind the curtain, making them more engaged and likely to share the content.

Jonah Berger of the Wharton looks at what makes people “cool.”

Barbara Kahn of the Wharton School discusses brand activism.

Americus Reed of the Wharton School says that Target has become the poster child for consumer blowback to the shift away from DEI policies.

Americus Reed of the Wharton School says that Target was always going to irritate everyone by trying to split the difference with its approach to environmental, social, and governance policies.

Americus Reed of the Wharton School says that Amazon failed to build anticipation for Alexa+ by leaving a large gap between product launch and general availability.

Shiri Melumad of the Wharton School explains why listening to the news could lead to a shallower understanding and a more negative impression than reading it.