customer behavior

Incorrect Biases Shape Queue-Joining Decisions
HE, Qiao-Chu | 陳瀅儒 | RIGHTER, Rhonda

When confronted with a long line of people outside a restaurant, do you join the back of the queue or choose t ...

Customer Purchase Dynamics and Competing Loyalty Programs
劉佳 | ANSARI, Asim

To defeat others in the battle for market share, firms routinely launch different loyalty programs, deeply inf ...

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

Every so often, a company learns that its product has unanticipated additional benefits. For instance, the bra ...

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

Key talents, such as executives and innovators, play a crucial role in driving a firm’s success and shap ...

Discounts: A Double-Edged Sword
CAO, Zike | 許佳龍 | 徐紅

For retailers seeking to stand out in the cutthroat world of e-commerce, discounts can offer a powerful advert ...

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

Before any new product is launched, it must be tested. As customer reviews flow in, companies may find that th ...

Giving Online Consumers What they Want
劉佳 | TOUBIA, Olivier

With the rise of search engines such as Google, it is becoming increasingly important to determine how consume ...

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

Before deciding to purchase a product, a consumer can access information via consumer reviews by customers who ...