Marketing

The perception of a good deal can lead consumers down an unhealthy path, according to a study from a Vanderbilt business school professor. Read More

A new one-year program helps students develop skills in areas such as digital marketing and consumer analytics. Read More

Everyone knows that the second biggest competition on Super Bowl Sunday is the battle over advertising. Vanderbilt Owen Graduate School of Management experts are available to talk about trends in Super Bowl advertising. Read More

Consumers who perceive themselves as loyal customers to a particular company often believe that they have better than average odds to win contests and sweepstakes that are entirely random. Read More

In this VUCast: See a trauma physician's innovative way to stop bullying; why your brain only needs a little junk food to be satisfied; and two reason why Vanderbilt is happy. Watch now! Read More

People are natural accomplices who like to conspire together to enjoy a small indulgence, and conversely to resist temptation together when the stakes are higher, finds Associate Professor of Marketing Kelly L. Haws in a new study. Read More

New research finds consumers may be just as willing to supersize healthy food as they are fast food if they feel they’re getting a deal. Read More

Owen professor Kelly Haws can talk about Black Friday and the holiday shopping season. Read More

Bright-colored products and brands do more than just draw attention. They allow people to signal a personal identity that aligns them with elite athletes, explains Vanderbilt marketing professor Jennifer Escalas. Read More

Mary Zutter, assistant vice chancellor for integrative diagnostics, is featured in new messaging for Vanderbilt University Medical Center’s “Promise of Discovery” awareness campaign. (Vanderbilt University) Vanderbilt University Medical Center’s “Promise of Discovery” awareness campaign has received an infusion of new television messaging. New video began airing this month on… Read More

Vanderbilt University Medical Center Vanderbilt University Medical Center will launch a new homepage design Friday, Nov. 30, for its website for the mc.vanderbilt.edu domain. The new design aligns with the look and functionality of patient care sites VanderbiltHealth.com and ChildrensHospital.Vanderbilt.org. This will provide both visitors and… Read More

Vanderbilt research looks at how consumers value products based on price and popularity. Read More

In order to protect the investment of the corporations sponsoring the Olympic Games, the IOC has created Rule 40 which prohibits athletes from promoting non-sponsor brands while the Olympic Village is open. Read More

They’re put up on a pedestal, literally. Though Olympic athletes seem like they would be the ideal celebrity spokespersons, new Vanderbilt research shows that true marketing success lies in keeping impressions high and real information about Olympians at a minimum. “For Olympic athletes or any celebrity, ignorance is bliss,” said… Read More

Of all the issues being debated by politicians, lawmakers and voters, funding health care may be the issue on which no one can agree. Read More

Marketing narratives are more likely to trigger a positive response when following the storyline requires some mental work, according to recent research by Jennifer Escalas and Jesper Nielsen and published in the Journal of Consumer Psychology. Read More

Dr. Emily Kurtz (left) of the Vanderbilt Heart and Vascular Institute appears in new ads for the Promise of Discovery campaign. (Vanderbilt University) Vanderbilt University Medical Center’s award-winning “Promise of Discovery” initiative continues with the creation of additional story lines and the launch of a new series… Read More

The reason Volkswagen’s Star Wars-themed Super Bowl ad featuring a lovable little Darth Vader worked so well may lie in its narrative complexity, says Vanderbilt marketing professor Jennifer Escalas. Read More