Marketing

New research out of Vanderbilt Business explores the relationship between disabling social media comments and the persuasiveness and likability of public figures like celebrities and influencers. Read More

New research from Jen Riley discusses the impact of power shifts, competition, and evolving technology on U.S. higher education. Read More

Vanderbilt Business consumer behavior expert Kelly Haws explains the effects of the "Any Size, Same Price” strategies on soft drink consumption. Read More

New research from Kelly Goldsmith offers insight into the effectiveness of flash sales for online retailers. Read More

Vanderbilt consumer behavior expert, Freeman Wu, explains how enhanced product aesthetics impact consumption. Read More

Vanderbilt consumer behavior expert Brianna Escoe explains cringe, its implications on brands, and ways brands can avoid ‘cringeworthy’ campaigns. Read More

Steve Hoeffler, professor of marketing, explores ways that marketers may combat negative associations of automated products. Read More

Rachel White, a dynamic marketing leader, will join the Division of Communications July 6 as Vanderbilt’s inaugural assistant vice chancellor for marketing. Read More

A neatly wrapped gift will impress your acquaintances, but might leave your loved ones feeling let down when the gift doesn't live up to expectations, suggests new research by Vanderbilt postdoctoral scholar Erick Mas. Read More

[vustarinfo] Kelly Goldsmith, associate professor of marketing at Vanderbilt’s Owen Graduate School of Management, is available to discuss shopping behavior on Black Friday and Cyber Monday. She studies how the perception of scarcity drives consumer behavior. Reminders of scarcity prompt consumers… Read More

Online reviews that tell a story are more persuasive than those that don't, according to Owen marketing professor Jennifer Edson Escalas. Read More

When consumers contemplate violating a personal goal (i.e., cheating on a diet, overspending on a budget), they often seek to make the most of that violation by choosing the most extreme option, according to new research from Kelly Goldsmith. Read More

New research from Vanderbilt University Marketing Professor Kelly Haws explains how “caretaker” and “breadwinner” roles affect consumer decision-making. Read More

This year's Winter Olympics is shaping up to be the feel-good story that U.S. audiences are eager for amid an era of fractious politics, according to a Vanderbilt marketing professor. Read More

Marketers want to motivate consumers to act in their own self-interest, but they may be encouraging negative behavior such as theft or illegal returns, according to new Vanderbilt research. Read More

Research by Steve Posavac, E. Bronson Ingram Professor of Marketing at Vanderbilt’s Owen Graduate School of Management, uncovers another consequence of anxiety symptoms: susceptibility to certain ads. Read More

Everyone has experienced the unpleasant shock of a high price tag before buying something. But it turns out that price can have an impact on consumer perceptions even after a purchase is made. Read More

The idea that healthy foods are universally more expensive drives consumer choices to a degree that it shouldn’t, according to a new Vanderbilt study. Read More

Richard L. Oliver, emeritus professor at Vanderbilt’s Owen Graduate School of Management, died June 13 at his home in Nashville. He was 71. Read More

A Vanderbilt University student and entrepreneur is spearheading a social media campaign aimed at helping people be more authentic. Meet Larissa May and #halfthestory. Read More