Steve Hoeffler
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Nostalgia Can Ruin Consumers’ Appetite for Automated Products. How Should Marketers Respond?
Steve Hoeffler, professor of marketing, explores ways that marketers may combat negative associations of automated products. Read MoreNov 10, 2022
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Electric Avenue: Vanderbilt alumni are helping steer General Motors toward a future driven by electric vehicle sales
General Motors' announcement that it would phase out combustion engines—the heart of its cars and trucks for more than 100 years—and move to an all-electric fleet by 2035 could have monumental implications for the global auto industry and broad efforts to combat climate change. The success of the initiative will depend on Vanderbilt alumni who hold key positions in the company. Read MoreJul 26, 2021
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Vanderbilt establishes Center for Health Care Market Innovation
Vanderbilt University’s Owen Graduate School of Management will establish a new corporate-funded research center focused on health care markets. Read MoreMay 25, 2016
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TIPSHEET: Vanderbilt experts available to discuss holiday marketing, retail and IT security trends
Vanderbilt experts are available to discuss holiday marketing, retail and IT security trends. Read MoreDec 7, 2015
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Sporting latest tech toy can make you seem more like a leader
If you want to be perceived as a leader, new research from Vanderbilt University suggests investing in the latest technological gadgets is the way to go. Read MoreApr 17, 2014
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Political divide: Why health care is the issue on which Americans may never agree
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 MoreApr 10, 2012
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Marketing radically new products requires a dose of familiarity
Consumers adopt innovation only when the costs—and risks—are low, says Vanderbilt marketing professor Steve Hoeffler. Read MoreOct 4, 2011