Latest Spotlights
Smartphones push consumers to prefer a customizable purchasing experience
In a world where purchasing is only a click away, studies have shown that smartphones complicate the most preferred items. Aner Sela, a professor in ...
Product Returns Represent Billion-Dollar Strategic Blind Spot for Major Retailers
“Product returns have never, to our knowledge, been explicitly included as a stage in a major customer journey model,” the authors note in their paper. “...
Multicultural Millennials Respond Positively to Health ‘Edutainment,’ Baylor Marketing Research Says
One-on-one interviews reveal which health issues concern millennials and their longing for optimal health Storytelling that educates and entertains – aka “edutainment” – is a powerful communications ...
Using social media to assess public sentiment
Large corporations, government agencies, and political campaigns increasingly are using social media listening platforms and software to monitor public sentiment online. According to research from ...
Who's the best gift-giver? Baylor marketing expert shares her research findings
Meredith David, Ph.D., assistant professor of marketing, studies marketing strategies with an emphasis on consumer behavior and well-being. Her newest study on gift-giving centers ...