Marketing

Researchers reviewed consumers’ purchasing trends when a product’s price is divided into a base price plus one or more mandatory surcharges Consumer transactions are more likely to involve an additional surcharge now than they were two decades ago Researchers, public policy makers and marketing managers need to understand the psychological processes underlying consumer spending to effectively utilize partitioned pricing

Price promotions, like 20 percent off a designer handbag, strongly motivate people to purchase luxury items Quantity-based promotions, such as buy-one, get-one, are less effective in swaying people to purchase luxury items, as such promotions induce guilt. Conversely, in certain situations – like when purchasing a gift – price promotions for luxury items can backfire, as they cheapen the gift in the eye of the giver.

New research by Eric Johnson, the Norman Eig Professor of Business at Columbia Business School, shows that how information is presented to people can greatly affect whether they chose immediate gratification and less value, or greater value at a later time. 

The Marketing Division is pleased to welcome the following new PhD students this fall: Benjamin Levine, Maayan Malter, Sibel Sozuer Zorlu, Jennifer Sun, and Lu Zhang.

Marketing Ph.D. student Travis Tae Oh is one of the co-winners of the 2017 ACR/Sheth Foundation Dissertation Proposal Award.

How Sailo grew its fleet from 100 to 5,000 boats in just one year by leveraging the power of a compelling brand story.

With more young people reading the old-fashioned way, Jennifer Dwork '14 relies on social media and content engagement to reach Book of the Month customers.

Don Lehmann was recognized by the Marketing Science Institute for his paper, co-authored with Kimberly Whitler and Ryan Krause, When and how does board-level marketing experience contribute to firm performance?