• Person doing online review
    Reducing Online Product Returns by Expanding Customer Reviews
    For most of us, our online retail shopping increased significantly during the pandemic. More than likely, our online shopping returns increased at an even greater rate. And why not? Most retailers feel compelled to have an easy return policy in order to keep their customers happy. But as with all things, that comes with a cost. Definitely, a cost that’s been felt by businesses. And almost certainly, a cost that’s being passed on to the … Read more
  • Communication graphic
    TV-Induced Emotions and Online Word-of-Mouth Advertising
    Social media channels such as Twitter have emerged as the de-facto platforms for information sharing and communication, including during many television programs. Social chatter has added entertainment value and fun for many of us while we watch fan favorites like Dancing with the Stars, The Voice, and the Super Bowl. This convergence of TV programs and real-time social media responses even has a name: social TV. But social TV can provide far more than entertainment … Read more
  • Desk with Computer
    What Consumer Psychology Tells Us About Social Change Movements
    FedEx, a major sponsor of the Washington Football Team, pressured the NFL team to change its name from the Washington Redskins. Nike launched a high-profile campaign to support the Black Lives Matter movement. Starbucks has come out for transgender equity and LGBTQ inclusion. Consumer psychologists know that people affiliate with brands the same way they affiliate with people to form communities. And more and more, consumers are expecting brands and companies to take a stand on social … Read more
  • Industrial Warehouse
    Inventory Risk Management in Cross-Border E-commerce
    With many of us working from home over the last year, we’ve become increasingly accustomed (and perhaps even excited) to seeing the UPS, Fed Ex, or Amazon truck roll up our driveways. While it remains to be seen whether Covid-19 will affect online shopping in the long run, it is clear that it was already on the rise before the pandemic struck. According to the Centre for Retail Research, American online sales grew from about … Read more
  • Belle Ragins
    Gaining Perspective: The Impact of Close Cross-race Friendships on Diversity Training and Education
    Most organizations and universities recognize the importance of diversity training and education. However, questions remain about whether, and for whom, these efforts are effective. Does diversity education help employees and students develop the skills needed to work in an increasingly diverse workforce? What pretraining experiences, attitudes, and characteristics influence the effectiveness of diversity education? Are there specific techniques that can optimize the effectiveness of diversity education for students and employees? A study by Belle Rose Ragins and Kyle Ehrhardt published … Read more
  • Professor Katherine Du
    Psychology of Choice Leads to Big Gains in Voluntary Giving
    While purchasing coffee a few years ago, Katherine Du noticed the unusual way that the café’s baristas were eliciting tips. Instead of one jar, two jars sat side by side on the counter. One was labeled “Star Wars” and the other, “Star Trek.” Soon, she began to see this method applied to charitable giving too. For example, the American Society for the Prevention of Cruelty to Animals used a campaign that invited donors to express … Read more
  • Professor Purush Papatla
    #Retweet: How to Compose Shareable Tweets
    This article appeared in the Keller Center Research Report based on the 2019 research article “Composing Tweets to Increase Retweets,” in the International Journal of Research in Marketing by Purush Papatla, Northwestern Mutual Data Science Institute Professor of Marketing, and Nima Jalali (PhD ’15), Assistant Professor of Marketing at the University of North Carolina Charlotte. If you want to increase awareness of your brand, then Twitter was made for you. Your followers are some of your best brand ambassadors, as they voluntarily … Read more
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