Marketing

Why do we hold on to things we never use?

Wharton’s Jonah Berger talks about his research on how nonconsumption can turn ordinary products into perceived ‘treasures.’

From Knowledge at Wharton



In the News


NPR

That spare change you donate at checkout is adding up to millions for charities

Cait Lamberton of the Wharton School says that customers may feel manipulated and resentful when prompted for charitable donations at checkout.

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Marketplace (NPR)

Retailers take on Amazon Prime with new subscription services

Raghu Iyengar of the Wharton School says that the average American has 12 subscriptions, which doesn’t leave much room for additional retail subscriptions.

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Philadelphia Inquirer

Philly shoppers have a ‘love/hate relationship’ with Amazon but can’t stop spending — as much as $2,000 a month

Peter Fader of the Wharton School says that customers aren’t necessarily busier but have gotten used to the convenience of Amazon, especially since the pandemic.

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Yahoo! Finance

Generative AI is having a throw-everything-at-the-wall moment

Stefano Puntoni of the Wharton School says that experimenting with different generative AI products will inevitably help the best rise to the top, while the worst will fall to the wayside.

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NBC News

Consumers are tired of price increases. Big brands are paying attention

John Zhang of the Wharton School says that many companies are currently more inclined to swallow some of the cost increases they’re shouldering, rather than passing them on to consumers completely.

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The Washington Post

To resist temptation, think short term

Research led by Marissa Sharif of the Wharton School found that small, regular rewards were more effective for cultivating long-term commitment to healthy behavior than large, occasional rewards.

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