Marketing

In a Q&A, Jonah Berger of the Wharton School discusses his new book, “Magic Words,” which examines the hidden science behind language and how to use it effectively to change minds, engage audiences, and drive action.

Research by Stefano Puntoni of the Wharton School and colleagues suggests that consumers prefer products and services that rely on human labor in many cases, as opposed to robots or AI.

Wendy De La Rosa of the Wharton School says that people are more likely to pay more attention to increases in their income than to increases in their expenses.

Barbara Kahn of the Wharton School says that retail companies commonly claim that they’re carrying too much debt when declaring bankruptcy.

Barbara Kahn of the Wharton School says that the phasing out of COVID lockdowns led to a second wave of home projects: decorating.

As business raise their prices during times of inflation, consumers become accustomed and thus more receptive to the hikes, says John Zhang of the Wharton School.

Z. John Zhang of the Wharton School says that companies want to make upscale versions of their products during an inflationary period to reach wealthy and middle-class consumers.

Barbara Kahn of the Wharton School says that Target should consider working with local authorities to boost store security and keep displays intact, noting that retreating would send the wrong signal.

Americus Reed of the Wharton School says that aligning with social issues gives companies an opportunity to link more deeply with consumers.

A study by Shiri Melumad of the Wharton School finds that dictating online search queries using voice technology leads to better results than typing them.