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New research on advertising campaigns from Harvard Business School faculty on issues including the problem of running campaigns simultaneously in online and brick-and-mortar environments, and how financial brands should run marketing campaigns.
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The Legacy of Boaty McBoatface: Beware of Customers Who Vote

by Michael Blanding

Companies that encourage consumers to vote online should be forewarned—they may expect more than you promise, according to research by Michael Norton, Leslie John, and colleagues. Open for comment; 0 Comments.

Warning: Scary Warning Labels Work!

by Dina Gerdeman

If you want to convince consumers to stay away from unhealthy diet choices, don't be subtle about possible consequences, says Leslie John. These graphically graphic warning labels seem to do the trick. Open for comment; 0 Comments.

Why People Don’t Vote--and How a Good Ground Game Helps

by Michael Blanding

Recent research by Vincent Pons shows that campaigners knocking on the doors of potential voters not only improves overall turnout but helps individual candidates win more of those votes. Open for comment; 0 Comments.

Should Men’s Products Fear a Woman’s Touch?

by Carmen Nobel

Recent research shows that loyal customers often get upset when a brand associated with men expands to include products perceived as feminine. Senior Lecturer Jill J. Avery discusses the problem of "gender contamination." Closed for comment; 0 Comments.

What Neuroscience Tells Us About Consumer Desire

by Carmen Nobel

It's easy for businesses to keep track of what we buy, but harder to figure out why. Enter a nascent field called neuromarketing, which uses the tools of neuroscience to determine why we prefer some products over others. Uma R. Karmarkar explains how raw brain data is helping researchers unlock the mysteries of consumer choice. Closed for comment; 0 Comments.

What’s Next for the Big Financial Brands

by John Quelch

Some of the great financial brands such as Merrill Lynch built trust with customers over decades—but lost it in a matter of months. Harvard Business School marketing professor John Quelch explains where they went wrong, and what comes next. Key concepts include: Turmoil and distrust in the financial services sector is an open invitation to non-financial companies to exploit the brand vacuum created by the demise of the likes of Merrill Lynch and the Royal Bank of Scotland. Financial brands today must address the most basic of consumer concerns: Will my money be safe with this company? Financial brands should continue to advertise but with messages that help customers with recession-relevant product and service offerings. Closed for comment; 0 Comments.