Marketing

Power can have a major influence on how we receive, provide, and respond to information. In an important contribution to marketing research, HKUST’s Linying Fan and colleagues show how feeling powerful—a fundamental psychological state—can affect consumers’ construction and reception of communications. They propose a novel psychological mechanism, “need-for ... 閱讀更多

Consumers facing increased time pressure have lower levels of attention, according to HKUST scholar Kohei Kawaguchi and colleagues. The researchers explored how consumers’ attention and utility (a measure of product usefulness) are influenced by time pressure and variables such as the number of recommended products. Ultimately, they concluded that “context ... 閱讀更多

A rule designed to protect investors may encourage managerial short-termism, to the detriment of firms. This sobering finding comes from a study led by HKUST’s Yan Xiong. According to Xiong and a U.S. colleague, the American government is tying firms’ hands with the requirement to disclose managers’ pay offers. The paper shows how managers become more myopic ... 閱讀更多

A rule designed to protect investors may encourage managerial short-termism, to the detriment of firms. This sobering finding comes from a study led by HKUST’s Yan Xiong. According to Xiong and a U.S. colleague, the American government is tying firms’ hands with the requirement to disclose managers’ pay offers. The paper shows how managers become more myopic ... 閱讀更多

In today’s fast-changing e-commerce landscape, businesses are increasingly relying on two novel strategies for winning customers: referral marketing and product discounting. However, this promising pairing may have a sting in the tail, according to HKUST’s Hong Xu and Kai-Lung Hui and colleagues. Although individually effective, these two marketing tools may ... 閱讀更多

In today’s fast-changing e-commerce landscape, businesses are increasingly relying on two novel strategies for winning customers: referral marketing and product discounting. However, this promising pairing may have a sting in the tail, according to HKUST’s Hong Xu and Kai-Lung Hui and colleagues. Although individually effective, these two marketing tools may ... 閱讀更多

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 ... 閱讀更多