Product Differentiation

Are numbers perceived to have human-like characteristics, such as the ability to feel lonely? A study by HKUST’s Jaideep Sengupta and colleagues suggests that they are—and that consumers’ preferences are influenced by these supposed characteristics. This pioneering study, which for the first time links numerical cognition with consumer behavior, shows that ... 阅读更多

Are numbers perceived to have human-like characteristics, such as the ability to feel lonely? A study by HKUST’s Jaideep Sengupta and colleagues suggests that they are—and that consumers’ preferences are influenced by these supposed characteristics. This pioneering study, which for the first time links numerical cognition with consumer behavior, shows that ... 阅读更多

When we fall in love with a product but fail to catch its name, the obvious solution is to search for it online—guided only by our fuzzy recollection of the product and a few general search terms. How likely are we to correctly identify the target product among the many similar items advertised online? In an illuminating study, HKUST’s Sang Kyu Park and ... 阅读更多

Whether transported by air, sea, or land, perishable goods must reach their destinations on time. The sooner they arrive, the fresher they will be. But speed comes at a price. To keep shipping costs down while meeting customers’ diverse expectations of quality, most suppliers (“shippers”) today use multiple transportation service providers (“carriers”) for ... 阅读更多