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Consumer Behavior
A study by marketing professor John Costello, covered by the Wall Street Journal, found if consumers think it’s a marketing gimmick, it could backfire,
Consumer Behavior
Study Finds covered research by marketing professor John Costello which found that consumers perceive unconventionally spelled names as a persuasion tactic or a marketing gimmick.
Consumer Behavior
“Consumers perceive unconventionally spelled names as a persuasion tactic or a marketing gimmick, leading them to view the brand as less sincere,” lead researcher and marketing professor John Costello said in a Fast Company article about the study.
Consumer Behavior
New research from the University of Notre Dame marketing professor John Costello finds that in general, consumers are less likely to support uniquely spelled unfamiliar brands, compared with those that use the conventional spelling of the same word.
Consumer Behavior
Research into the link between movie reviews and ticket sales by marketing professor Shijie Lu was covered by Study Finds.
Consumer Behavior
New research from Mendoza College of Business' Xinxue Qu is looking to better predict when users will upgrade their software products and devices by identifying factors that might reveal users’ intentions.
Consumer Behavior
“Nostalgia is a really good way to tap into positive memories that large portions of viewing audience will have,” Mitchell Olsen, assistant professor of marketing at the University of Notre Dame’s Mendoza College of Business told CNBC. “It’s an opportunity to attach your brands with some of those positive associations.”
Consumer Behavior
Marketing professor Mitch Olsen was quoted in a CNN piece about the cost of Super Bowl LVI ads.
Consumer Behavior
According to Mitch Olsen, assistant professor of marketing, the Super Bowl offers a virtually unparalleled opportunity for brands that are small or new but flush with cash to instantly generate widespread awareness among people who have never heard of them before.
Awards
Mendoza College of Business marketing professor Yixing Chen and his coauthors were recognized for their study on how marketing can help fight cancer by Financial Times. The Financial Times' Responsible Business Education Awards show that a positive social impact can be made by business school academics, through their research.