Consumers estimate the size of a product to be smaller when the product is animated to move faster in video ads.
Sociopolitical activism may risk backlash, but it may also lead to tangible positive financial outcomes, particularly when aligned with key stakeholder values.
Communicating a product's reduced negative attribute might have unintended consequences if consumers approach it with the wrong mindset. Marketers should estimate the potential risks of such communications and carry out such communication strategically.
Provider-focused P2P marketing communications increase consumers' likelihood of purchase, app download, and willingness to pay.
Analysis by assistant professor of environment and society and sociology at Brown found that press releases expressing opposition to climate action were twice as likely to receive news coverage as those supporting action.
Science fiction authors foresaw augmented reality video games, the rise of social media and trends of hyper-consumption, and can help predict future consumer patterns.
Hotels should build an emotional attachment with tourists when communicating during crises such as the COVID-19 pandemic if they are to encourage them to return, according to new research. The study finds that crisis communication emphasising shared emotional responses to risks enables tourists to humanise the hotel, which can subsequently create an emotional attachment. This attachment can then increase tourists' intentions to visit once the crisis ends, which is crucial if the industry is to recover.
Companies that practice corporate social responsibility (CSR) could ensure more positive outcomes by tackling "real change on the ground" rather than focusing on single projects and budgets, according to Simon Fraser University political science professor Andy Hira.
A new study by two social scientists at the University of Missouri finds state campaign finance reforms actually have no beneficial effect on the competitiveness of state legislative elections. Instead, some reforms, such as limits on corporate political spending and public financing of elections, advantage incumbents.
Whether you use a taxi or a rideshare app like Uber, you're still going to get a driver who will take you to your destination. But consumers view an employee of a taxi company differently from an independent driver picking up riders via an app, a new Ohio State University study suggests.