Viral marketing can be a cost-effective marketing tool to create awareness and reach many new customers. Viral marketing relies on word of mouth and leverages social networks of individuals to spread information. But, what is the optimal seeding strategy? Put differently: who should you target to initiate a viral marketing campaign? Previous research ... 阅读更多

Organizations and governments alike have increasingly embraced nudges: small changes to the decision environment that can influence the choices people make. A utility company promoting energy conservation can redesign its bill to include comparisons to more efficient households, nudging households to reduce their energy consumption. Firms that want to help ... 阅读更多

Movies are full of highs and lows, plot twists, and bursts of action and dialogue. Understanding how viewers respond to such lively and fluctuating content in real time is challenging. In recent work, HKUST’s Wenbo Wang and colleagues developed a novel construct, “moment-to-moment synchronicity” (MTMS), to capture viewers’ engagement with dynamic movie ... 阅读更多

“What is your greatest weakness?” Routinely, professional and personal situations require us to disclose negative information about ourselves, but in doing so, we run the risk of damaging how others view us. In a series of five unique studies, HKUST’s Professor Bradford Bitterly and his colleague examined whether humor can make us seem more likable and ... 阅读更多