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marketing Archives

What happens in Vegas stays on TripAdvisor? New research on understanding the role of narrativity in consumer reviews

Sep. 13, 2018—Online reviews that tell a story are more persuasive than those that don't, according to Owen marketing professor Jennifer Edson Escalas.

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‘You don’t blow your diet on Twinkies’: Why consumers seek to maximize goal violations

Aug. 2, 2018—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.

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Consumer decisions influenced by parenting stereotypes, even among non-parents

Jun. 6, 2018—New research from Vanderbilt University Marketing Professor Kelly Haws explains how “caretaker” and “breadwinner” roles affect consumer decision-making.

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Audiences primed for positive storylines from Winter Olympics

Feb. 9, 2018—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.

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A quest to find ‘the best’ may bring out the worst in shoppers

Dec. 1, 2017—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.

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No place like home: Anxious adults drawn to ads that feature home concepts

Jun. 13, 2017—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.

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Sticker shock: How price awareness can curb consumer enjoyment

Apr. 7, 2017—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.

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The myth that healthy foods cost more may have a negative impact on consumer choices

Dec. 1, 2016—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.

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Vanderbilt management professor Richard L. Oliver dies

Jun. 17, 2016—Richard L. Oliver, emeritus professor at Vanderbilt’s Owen Graduate School of Management, died June 13 at his home in Nashville. He was 71.

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What’s your story? Meet the student behind #halfthestory

Mar. 2, 2016—A Vanderbilt University student and entrepreneur is spearheading a social media campaign aimed at helping people be more authentic. Meet Larissa May and #halfthestory.

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Price determines whether calorie information sways consumer choices

Feb. 9, 2016—The perception of a good deal can lead consumers down an unhealthy path, according to a study from a Vanderbilt business school professor.

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Vanderbilt launches new master of marketing degree program

Nov. 16, 2015—A new one-year program helps students develop skills in areas such as digital marketing and consumer analytics.

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