customer behavior

Incorrect Biases Shape Queue-Joining Decisions
HE, Qiao-Chu | CHEN, Ying-Ju | RIGHTER, Rhonda

When confronted with a long line of people outside a restaurant, do you join the back of the queue or choose to dine elsewhere? Whilst this may seem like a snap judgment, there is more to the decision-making process than meets the ...

Customer Purchase Dynamics and Competing Loyalty Programs
LIU, Jia | ANSARI, Asim

To defeat others in the battle for market share, firms routinely launch different loyalty programs, deeply influencing customer purchasing decisions. The widespread availability of such programs imply competing firms face the chal ...

How to Market a Product’s Unexpected Benefit
WADHWA, Monica | CHATTOPADHYAY, Amitava | KIM, Christine | WANG, Wenbo

Every so often, a company learns that its product has unanticipated additional benefits. For instance, the brand StriVectin found that their stretch-mark cream also had a powerful anti-wrinkle effect. Unexpected benefits might see ...

The Impact of Customer Capital on Firm Valuation: Brand Recognition vs. Key Employees
DOU, Winston Wei | JI, Yan | REIBSTEIN, David | WU, Wei

Key talents, such as executives and innovators, play a crucial role in driving a firm’s success and shaping public perceptions of its operations. However, such talents can also pose a risk to their firms. HKUST’s Yan J ...

Discounts: A Double-Edged Sword
CAO, Zike | HUI, Kai Lung | XU, Hong

For retailers seeking to stand out in the cutthroat world of e-commerce, discounts can offer a powerful advertising tool. Across the Web, businesses compete for customers’ attention by announcing the most exclusive deals and ...

The Power of Surprise as a Marketing Tool
CHATTOPADHYAY, Amitava | KIM, Christine | WADHWA, Monica | WANG, Wenbo

Before any new product is launched, it must be tested. As customer reviews flow in, companies may find that they receive more than they bargained for. Customers may use a product in ways never anticipated by the brand, discovering ...

Giving Online Consumers What they Want
LIU, Jia | TOUBIA, Olivier

With the rise of search engines such as Google, it is becoming increasingly important to determine how consumers use these tools to find products, services, or information. Companies that understand their customers’ search b ...

The Impact of Product Reviews on Consumers and Firms
KAPUSCINSKI, Roman | DEBO, Laurens | YU, Man

Before deciding to purchase a product, a consumer can access information via consumer reviews by customers who have already purchased the product. Consumer reviews are a form of customer feedback, but this information can also ben ...