Marketing | INSEAD Knowledge

Responsibility

Green Views for Healthier Diets

P. Chandon, M. Langlois

How natural settings inspire people to make healthier eating choices.

Marketing

Etiquette as a Luxury Brand-Building Tool

D. Dubois, E. Cousteau

How the luxury and prestige industries create immersive experiences to attract and deeply connect with their clients.

Marketing

Mine Your Language

Abhishek Borah

How text mining can unearth novel, absorbing and valuable findings.

Marketing

To Counter Misinformation, Strengthen Human Connection

David Dubois

How boosting social bonds can reduce belief in conspiracy theories and the spreading of dangerous lies.

Marketing

The Three Next-Generation Marketing Skills You Need

W. Ulaga, C. Senn

Companies must secure “killer marketing and sales skills” in a dynamic landscape where commercial competencies rapidly become obsolete.

Marketing

Ten Ways AI Is Transforming Marketing

H. Mann, J. Niessing

Firms will soon be able to decode the unsaid when interacting with consumers – in fact, some already do.

Marketing

How Negative Reviews Affect Online Consumers

P. Albuquerque, M. Varga

Negative reviews influence consumer decisions depending on the type of product, as well as the nature and placement of these reviews.

Marketing

The Positive Effect of Multiple Narrating Voices

Amitava Chattopadhyay

Using two or more narrators in ads can increase consumer attention and boost persuasion.

Strategy

How to Destigmatise Repulsive Products

S. Harrison, S. Nurmohamed

Entrepreneurs can leverage “dirty creativity” to pitch unusual products that consumers may find objectionable.

Marketing

INSEAD Insights: September 2023 Research Picks

Lily Fang

Recent findings on online marketplace dynamics, new market creation, trust in AI, diversity in corporate boards and consumer choices.

Marketing

How Tech Transforms Luxury Brands’ Value Proposition

David Dubois

Luxury brands are increasingly leveraging technology to reduce uncertainty and enrich experience throughout the customer journey.

Marketing

How Luxury Consumers Can Seem More Authentic

S. Jung, A. J. Yap, C. Chen

Consumers can mitigate the negative social consequences of wearing luxury items by publicly revealing their passion for the products or brands.

Marketing

Customer Engagement in a Circular Economy

W. Ulaga, C. Senn

Embracing circular business models unlocks opportunities for companies to engage with customers, optimise resource utilisation and ensure a sustainable future.

Responsibility

From Super-Sized to Superior Gratification

Pierre Chandon

Why we need to focus on eating as pleasure if we want to start eating healthier.

Responsibility

Thoughtful Consumption for Well-Being and Sustainability

H. Plassmann, S. Rangan, E. Hansmeyer

Understanding consumer behaviour is key to making fashion more sustainable.

Operations

How Large Mergers Can Benefit Smaller Players

Xabier Barriola

Joint ventures between dominant incumbents can create opportunities for smaller firms to enter the market and capture market share.

Marketing

Five Ways to Optimise Your Subscription Model

W. Ulaga, M. Mansard

With more global distributors launching subscription models, retailers and consumer-packaged goods manufacturers must level up their offerings to stand out from the crowd.

Marketing

Cutting Through the Metaverse Hype

P. Zemsky, C. Poole, N. Bokil, C. Smith

The barriers to mainstream metaverse adoption and the key opportunities and challenges it presents.

Marketing

How Slow-Motion Video Ads Make Products More Luxurious

S. Jung, D. Dubois

Slowing down the speed of video ads can boost consumers' desires for the featured product or brand.

Marketing

When Feeling Good Feels Morally Wrong

S. Lin, T. Reich, T. Kreps

After witnessing human suffering, people believe it is more appropriate to prolong negative emotions than repair their mood.

Marketing

Putting a Price on Private Data

G. Tomaino, K. Wertenbroch, D. Walters

People value their private data higher in cash than in digital goods or services.

Marketing

Healthy Eating Interventions That Work

P. Chandon, K. L. Haws, P. J. Liu

Mutually beneficial solutions for the food industry, health and the environment.

Career

The Problem With Being Too Easy-going

A. Barasch, K. Woolley, P. J. Liu

Failure to express your preferences in everyday situations can make you seem less likeable and even slightly less human.

Marketing

How to Get More Value from Less Food

Pierre Chandon

Marketing focused on the multisensory properties of food can encourage people to eat less and experience more pleasure.

Responsibility

Americans Underestimate the Impact of Voter Suppression

G. Tomaino, Z. Carmon, A. Mazar, W. Wood

Voting suppression is on the rise, but many Americans fail to anticipate the harm of seemingly minor voting restrictions.

Marketing

NFTs as a Force for Good: The Savvy Salamanders

A. Rane, P. Kireyev

How a group of MBA students built a community of crypto pioneers and a unique approach to fundraising. 

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Marketing

Online Feedback Requests Are Effective, Even if Ignored

M. Rubin, D. Perez, G. Oestreicher-Singer, L. Zalmanson

Requesting feedback from online users can influence their behaviour, even when the requests go unanswered.

Marketing

A “Human” Understanding of the World Through AI

David Midgley

Information search could be made less biased and more holistic through the lens of empathy.

Marketing

How to Shoot for the Holy Grail of Social Media Marketing

Abhishek Borah

Quality, consistent and simple messaging is what will bring in sales. The rest is just noise.

Marketing

Healthy in the Wrong Way: When Food Marketers Don’t Listen

P. Chandon, R. Cadario

The meaning of “healthy” is constantly evolving, and food marketers are not always meeting consumers’ expectations.

Marketing

Consumer Streaks Are Motivating – The Key Is Keeping Them Alive

A. Barasch, J. Silverman

People often go out of their way to repeat a behaviour if it is logged and highlighted to them.

Strategy

Why the Customer Isn’t Always Right

Alixandra Barasch

Consumer behaviour on food-logging tools reveals initial expectations don’t match actual experience.

Operations

Mind the Inventory Risk: Price Paradox Under Competition

A. Ovchinnikov, H. Pun, G. Raz

In competitive environments, operational innovation could well be the answer to inventory risk.

Marketing

Unlock the Full Value of Your Business Relationships

Christoph Senn

A fruitful relationship starts with asking the right – and sometimes difficult – questions.

Responsibility

Not All Heroes Wear Capes. They May Just Have More Willpower

Amit Bhattacharjee

We instinctively see people with stronger self-control as more virtuous and more capable of realising good intentions.

Career

The Pitfalls of Flaunting Your Social Status

A. Barasch, S. Srna, D. Small

Ditch the luxury logos if you want to be seen as a cooperative team player.

Economics & Finance

Where a Firm’s Value Truly Lies

F. Belo, M. A. Vitorino

A new approach to uncovering the sum of all the parts of a modern firm.

Marketing

Why Facebook Is Rebranding Itself as Meta

Klaus Wertenbroch

Is the tech company dodging bad publicity or creating a gatekeeper economy?

Marketing

Why Investors’ Memories May Be Bad for Their Wealth

D. Walters, P. Fernbach

How positive bias can lead overconfident investors to inflate the size of their wins and forget their losses.

Marketing

Marketing Automation: Utopia or Dystopia?

Klaus Wertenbroch

Firms must take consumer psychology into account and resist the temptation to maximise short-term profits at the cost of consumers.

Marketing

We All Want to Be Good – Then Life Happens

Stephanie Lin

Starting with the best of intentions, people overestimate their ability to follow through.

Marketing

How Social Media Makes for Happier Families

David Dubois

There is a hydraulic relationship between domestic happiness and exposure to social media content opposite to our views.

Marketing

How Tech Can Make You Happier, Fitter and More Popular

Alixandra Barasch

Three rules to optimise the influence of your smartphone on your well-being.

Marketing

The Neuroscience of Eating

B. Kessler, H. Plassmann

An entire biological ecosystem – encompassing complex connections between our gut and brain – underpins our daily food choices.

Marketing

How Executives Should – and Shouldn’t – Engage With Customers

C. Senn, N. Capon

When done the right way, customer engagement can turn into a lucrative opportunity.

Marketing

Weight Loss Surgery Reduces Susceptibility to Food Marketing

H. Plassman, P. Chandon

Behavioural and neuroscience research by INSEAD and Sorbonne Université suggest bariatric surgery does a lot more than just help patients lose weight.

Marketing

The Digital Transformation of the “Mad Men” Model

D. Dubois, J. Teoh

The ad agency business needs to reinvent itself and embrace the two key challenges of the coming decade.

Marketing

Why Putting Your Phone Away Isn’t the Answer

Alixandra Barasch

Interaction on social media during an event increases our enjoyment in the moment and beyond.

Marketing

Making the Shift to Digital Sales in B2B

Joerg Niessing & Fred Geyer

The old methods of demand generation won’t work in the always-online era.

Marketing

The Tension-Filled World of Luxury Consumption

David Dubois

Recent research highlights how luxury consumers are pulled in different, often contradicting directions.

Marketing

How to Appease Your Customers After Your Algorithm Rejects Them

K. Wertenbroch, P. Kireyev, G. Tomaino

No one likes to hear “computer says no”. But there may be more ways to be transparent about algorithm-driven rejections than you think.

Marketing

Comparison Shopping in the Age of Information Overload

Daniel Walters

When consumers try to estimate a product specification, their best guess depends on whether they believe that they forgot this information or that they were never exposed to it.

Marketing

Making the Commute of the Future Happen

G. Tomaino, Z. Carmon

Mobility as a service (MaaS) is an attractive form of public transportation that offers a variety of benefits. Enticing consumers to abandon their private cars, however, will be tricky.

Marketing

Beyond Covid-19: Remodelling the Future of Fashion

D. Dubois, D. Teo

The industry is set to become less cyclical, less vicarious and more transparent.

Marketing

How Luxury Is Reinventing Itself

A. J. Yap, L. Lim, C. Y. Chen

Luxury brands must secure a place in the hearts and minds of their customers, their partners and the public.

Marketing

Building Digital Resilience Around the Customer

J. Niessing, D. Dubois, A. Bejjani

Resilient businesses use digital technologies, data and analytics to create long-term customer value.

Marketing

What Drives Consumers to Share Online Content

Abhishek Borah

How to craft social media posts that drive both clicks and profits.

Marketing

Happiness Is a (Small) Piece of Cake

Pierre Chandon

Children inaccurately expect larger portions of a snack to be more enjoyable. A sensory imagery intervention can help them select healthier portion sizes.

Marketing

To Succeed With Neuromarketing, What Do You Need to Know?

H. Plassmann, A. Ling

Much of the classic market research advice applies to consumer neuroscience as well – but the emerging field also features unique challenges.

Marketing

What’s Up Front? The True Influence of Nutrition Labels in Real Life

Paulo Albuquerque & Pierre Chandon

A major randomized controlled trial finds that nutrition labels help healthier foods but do not hurt junk foods, leading to a much smaller boost than in lab studies.

Marketing

How Corporates Can Leverage Start-ups Against COVID-19

Joerg Niessing

Top start-ups may be a critical resource for recovery, providing quick solutions where they’re needed most.

Marketing

Consumer Autonomy Violations and the Coming AI Backlash

Z Carmon, R Schrift, K Wertenbroch & H Yang

The profoundly beneficial impact of AI-based systems may be blunted in the 2020s, if Big Tech isn’t careful.

Marketing

Discovering the Hidden Drivers of Decision Making

A time-tested technique from academic research can help practitioners better understand their stakeholders.

Marketing

The Neuroscience Behind What the Crowd Thinks

Leonie Koban

Information about how others feel about pain has an outsized effect on our own response to it.

Marketing

How Many Bad Customer Reviews Is Too Many? One

Paulo Albuquerque & Marton Varga

Sellers should focus less on cultivating a forest of positive reviews, and more on the state of each tree.

Marketing

Strategising Customisation and Privacy in the Digital Age

D. Dubois, J. Teoh

Five golden rules to effectively balance personalisation and customer protection.

Marketing

Employees as Social Media Influencers

Pawel Korzynski

How organisations can get workers to post more company-related content willingly.

Marketing

Three Cornerstones of Global Retail Innovation

V. (Paddy) Padmanabhan

INSEAD experts and industry executives drill down to the basic human needs driving changes in retail.

Marketing

The Growing Power of Marketers in the Business World

Abhishek Borah

Within the field, marketing communications are on an uptrend, while channel management is declining.

Marketing

Why Companies Should Seek Higher Damages for Counterfeiting

Z Carmon, M Amar, D Ariely, H Yang

Bogus items can psychologically “infect” the real items they’re copied from.

Marketing

Which Healthy Eating Nudges Work Best?

Pierre Chandon

Our framework shows how to guide consumers to choose healthier food options.

Marketing

An Unexpected Product Benefit Can Be a Powerful Marketing Tool

A. Chattopadhyay, J.C. Kim, M. Wadhwa, W. Wang

Framing a product feature as an unexpected benefit may stoke consumer desire.

Marketing

A Non-Scientist’s Guide to the Neuromarketing Toolkit

Hilke Plassmann & Aiqing Ling

Marketers need to understand the strengths and weaknesses of the six main tools of neuromarketing.

Marketing

Driving B2B Digital Transformation Through Customer-centricity

Three steps to go beyond classic segmentation and unpack relationships with customers.

Marketing

What (Not) to Do in the Crosshairs of Digital Disruption

The downfall of iconic Swiss travel agency Kuoni exemplifies the grave options available to companies with pre-internet business models.

Marketing

Revolution in B2B Retail: From Perfume to Platform Economy

David Dubois

In the digital age where consumers and brands are connected like never before, B2B retailers need to embrace new business models and pivot into platforms.