I’m an expert in crafting public health messages: Here are 3 marketing strategies I use to make Philadelphia healthier
By: Sarah Bauerle Bass, Professor of Social and Behavioral Sciences, Temple University In Philadelphia, the leading causes of death are heart disease, cancer and unintentional drug overdose. While some of these deaths are caused by things out of our control – like genetics – many are largely preventable. Preventable deaths are the result of a series of decisions. […]
Shop smarter, not harder. How gentle messaging can help the planet more than tough talk
By: Jasmine Mohsen, Doctoral Researcher in Consumer Psychology and Consumer Behaviour, University of Leeds Fast fashion is booming, but so is its environmental toll. With up to 10% of global carbon emissions linked to the industry, the over-consumption of cheap clothing has made sustainability campaigns more vital than ever. Yet, even as awareness of fast fashion’s environmental […]
Identifying brands as Black-owned can pay off for businesses
By: Michael Walschots, Postdoctoral Fellow, Johannes Gutenberg University of Mainz Labeling businesses as Black-owned can significantly boost their sales, we found in a recent study. In June 2020, the business-review website Yelp introduced a feature allowing consumers to search for Black-owned restaurants. As professors who study digitization, inequality and the economics of technology, we were interested in understanding its […]
Cutting marketing spending often backfires on businesses – new research could help investors distinguish shortsighted cuts from smart ones
By: Andre Martin, Assistant Professor of Marketing, University of Notre Dame Businesses are often tempted to cut their marketing budgets for the short-term savings it provides – but those cuts can cause problems in the long term. A new study my colleague Tarun Kushwaha and I published in The Journal of Marketing proposes a method for predicting whether these counterproductive […]
More than just ‘we’re sorry’ – how companies can make apologies we will actually believe
By: Park Thaichon, Associate Professor of Marketing, University of Southern Queensland and Sara Quach, Senior Lecturer in Marketing, Griffith University When a company makes a mistake – such as a marketing misstep or a product failure that leads to a recall – a good apology can make a big difference in how we as customers feel about […]