Marketing

Pinar Yildirim of the Wharton School says that attack ads can help newcomers establish a presence by associating themselves with a better-known name, even in a negative way.

Americus Reed of the Wharton School says that a message to reach the communities most affected by gun violence, particularly Black teens in Philadelphia, must feel rooted in their lived experiences.

Americus Reed of the Wharton School says that it’s difficult to parse which online campaigns simply amount to virtue signaling or “moral peacocking.”

Americus Reed of the Wharton School says that protest movements and collective organizing take time, especially as consumers deal with the normal pressures of life.

Santiago Gallino of the Wharton School says that too few staffed registers in a retail operation can frustrate customers who prefer traditional checkout, while an over-reliance on self-checkout can introduce inefficiencies and revenue loss.

According to a collaborative report by the Wharton School’s Baker Retailing Center, 75% of Gen Z consumers say that sustainability is more important to them than brand name when making purchase decisions.

Peter Fader of the Wharton School says that the percentage of Hims’ operating expenses spent on marketing is high and unsustainable.

Americus Reed of the Wharton School says that buzzwords allow people to identify their tribe, giving them more clarity about their role and how they’re expected to act in a particular situation.

According to research by David Reibstein of the Wharton School and colleagues, Republicans are more likely than Democrats to invest in cryptocurrency.

The Food Social Class Test, an online survey that links food and class, is based on a 2020 report co-authored by Jonah Berger of the Wharton School.