Marketing Press Release

NEW YORK - From Marie Kondo’s bestseller The Life-Changing Magic of Tidying Up to high-end brands like Acne Studios that deploy bare aesthetics, it’s evident minimalism has successfully infiltrated mainstream fashion, home design, and more. As minimalism has taken over the fashion scene, brands, designers and consumers have all interpreted minimalism in their own unique ways.

NEW YORK - From amusement parks to live entertainment to nightlife to video games, a major segment of the economy is dedicated to the marketing and selling of fun experiences. While fun is familiarly conceptualized as enjoyment or pleasure, the psychological functions behind fun experiences remain largely unexplored.

NEW YORK – How do you convince brand loyal consumers to switch to a new product? A recent article by a Columbia Business School Lecturer demonstrates how marketers can apply a distinctive mix of qualitative research methods to inspire ways to encourage consumers to adopt new purchasing behaviors. In his article, Robert J.

NEW YORK - E-commerce has seen continued growth since the onset of the pandemic, making product reviews more relevant than ever before. Now, new research from Columbia Business School sheds light on what is making reviews so compelling.

In a new study of this behavior, Columbia Business School’s Gita V. Johar, Vice Dean for Diversity, Equity, and Inclusion; Meyer Feldberg Professor of Business and Chazen Senior Scholar, finds that those experiencing social marginalization are more likely to spread the news they encounter on social media, independent of its veracity or shock factor.

NEW YORK – As the COVID-19 pandemic drives U.S. unemployment to its highest levels since the Great Recession, many consumers have less spending money, are making more careful purchases, and are taking fewer vacations and buying fewer discretionary products and services. But while they may be spending more frugally, new research finds that when companies offer promotions for vacations and other experiential goods that include interest-free loans, consumers’ negative feelings toward debt lessen.

NEW YORK – Even before social distancing became an essential component of everyday life, consumers were turning to autonomous shopping technology to replace day-to-day tasks. For example: smart refrigerators are now capable of ordering and replenishing weekly groceries, allowing consumers to stay at home and out of the store, while online styling services purchase clothes for consumers based upon their previous preferences. But new research from Columbia Business School’s Gita V.

Oded Netzer, Columbia Business School’s Arthur J. Samberg Professor of Business, argues that the high volume of polar reviews limit the usefulness of such reviews for consumers and potentially distorts the “true” quality of a product

Columbia Business School study finds that the majority of consumers are loss averse, but results vary by age, education level and financial experience

NEW YORK – For many Americans, the smartphone is often the first thing they see when they wake up and the last thing they put down before going to bed. But while many experts label our relationships with our smartphones as an unhealthy “addiction,” a recent study from Columbia Business School challenges conventional wisdom.