Tag: marketing
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Lauren Beitelspacher, Babson College – Changing the Value Proposition through Stories
On Babson College Week: Do you think of a product’s end of life when buying it? Lauren Beitelspacher, assistant professor in the marketing division at Babson College, looks into how people think about the environmental impact of products they buy. Lauren Skinner Beitelspacher (Ph.D., University of Alabama) is an Associate Professor in the Marketing Division…
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Krista Tuomi, American University – Crowdfunding
On American University Week: Need money for a project? Ask the crowd. Krista Tuomi, assistant professor at the school of international service at American University, discusses the pitfalls of relying on crowdfunding for cash. Krista Tuomi is a professor in the International Economic Policy program at the School of International Service, American University. After teaching…
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Russell Zwanka, SUNY New Paltz – Global Companies and Social Media
Global companies face a lot of challenges. Russell Zwanka, professor of marketing at SUNY New Paltz, discusses how social media can cause problems when one practice is accepted in one place, but not in another. Dr. Russell J. Zwanka is a lecturer at SUNY New Paltz teaching courses in Category Management, Food Retail Management, Marketing…
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Mary Steffel, Northeastern University – Passing the Buck
We like choosing for ourselves – but how about for others? Mary Steffel, assistant professor of marketing at Northeastern University, examines when people pass the buck when it comes to making decisions. Professor Steffel’s research is at the interface of consumer behavior, social psychology, and judgment and decision making. She employs experimental research methods to…
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Andrew Ching, University of Toronto – Publicity and Paid Advertisements
Does publicity add to or subtract from paid promotional materials? Andrew Ching, associate professor of marketing at the University of Toronto’s Rotman School of Management, examines whether something needs to be said twice if someone else has already said it for you. Andrew Ching is Associate Professor of Marketing at Rotman. He is a winner…
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Gina Mohr, Colorado State University – The Crunch Effect
Next time you open a bag of chips, concentrate on the crunch. Gina Mohr, assistant professor of marketing at Colorado State University, examines how being mindful of the sound your food makes when consuming it may lead to eating less of it. Dr. Gina S. Mohr is assistant professor of marketing at Colorado State University,…
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Lu Zheng, University of Florida – Narrative Advertising
Ads that use storytelling can be the most persuasive in getting you to pony up your dollars. Lu Zheng, Assistant Professor in the Department of Advertising, College of Journalism and Communications at the University of Florida, examines one’s psychological transportation in advergaming. Dr. Lu Zheng is an Assistant Professor of Advertising at the University of…
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Hemant Sashittal, St. John Fisher College – Reaching College Students Through Snapchat
Knowing how to use the latest social media platform can be a boon for your brand. Hemant Sashittal, professor of marketing at St. John Fisher College, details how certain brands are using Snapchat to get in touch with a younger audience. Hemant Sashittal currently serves as professor of marketing at the School of Business at…
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Dylan Minor, Harvard Business School – Toxic Workers
Having a toxic worker on your staff can cause big problems. Dylan Minor, Visiting Assistant Professor of Business Administration at the Harvard Business School, explores the cost of having even one person bringing down the office. Dylan Minor is a visiting Assistant Professor of Business Administration at Harvard Business School, where he teaches a first…
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Jon Morris, University of Florida – Donald Trump’s Appeal
Like him or not, Donald Trump is appealing to many Republican voters. Jon Morris, professor in the department of advertising at the University of Florida, explains how he uses empowerment to further his cause among voters. Morris joined the college faculty in 1984. He began his advertising career in 1968, and has worked for several…