New research presents a useful model to understand how consumers combine different attributes to judge the authenticity of products and services One of the most discussed topics in marketing and brand management today is the concept of “authenticity” and with good reason. There is a general consensus that consumers (especially younger ones) consider this an…
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Featuring Brad Shapiro, Associate Professor of Marketing and True North Faculty Scholar, Chicago Booth School of Business Thematiks: On Research presents brief conversations with the authors of the most-viewed posts featured in the newsletter. In this episode, I speak with Brad Shapiro, Ph.D. about his research into the return on investment of television advertising. The original post…
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New research concludes that TV ad spending has a positive ROI only in rare cases and even then not by much In 2019, advertisers in the U.S. spent over $66B in commercials, so it would be safe to assume that this huge investment yielded a positive result to the ad buyers. This assumption is wrong,…
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Since the VW Beatle, “ugly” products have a long history in marketing, but food has been the exception — until now The launch of Apple’s latest iMac has prompted the usual slew of reviews praising its design and commenting on the company’s single-minded focus on making its products beautiful, sometimes to the detriment of their functionality. The…
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