Our Latest Research on D&I
Why Diversity Matters
Why diversity matters. This special number presents the latest research from HEC professors and Ph.D. students on the impact of Human Resources policies and leadership on diversity and inclusion (D&I). These often throw up stereotypes in factors of discrimination and in shaping workplaces and society. Researchers explain their key findings in D&I and offer concrete insights and recommendations to better face management and career challenges. Hence, they attempt to answer certain crucial societal issues.
Who to Target? Latest Findings on Influencer Marketing
Who should I target? How to spread my content? Seeding is one of the most crucial questions in marketing today, according to Andreas Lanz, Assistant Professor of Marketing at HEC Paris, who focuses on this topic in most of his research. Professor Lanz and his colleagues answer these seeding questions at the annual ISMS Marketing Science Conference, which features several special sessions on influencer marketing this year – organized and co-chaired by Andreas Lanz. In this interview, Professor Lanz answers five questions on seeding, based on five research articles that will be presented at the conference.
How Brands Can Fight Gender Stereotypes in Ads
Men and women value a product differently depending on whether it has a male or female brand representation — think Mr. Clean or Betty Crocker. Specifically, female-identified brands are less appealing to male shoppers. But researchers have found a relatively simple way to combat this gender bias.
When Videos Become Viral: Why, How and What Consequences?
Although popular wisdom assumes that virality is a random and thus unmanageable process, research by Haris Krijestorac (HEC Paris), Rajiv Garg (Goizueta Business School, Emory University) and Vijay Mahajan (University of Texas) finds several ways for marketers and content creators to design and promote their digital media in ways that significantly increase the likelihood of these media achieving virality and sustaining it. Interview with Haris Krijestorac, Assistant Professor of Information Systems.
Improving Consumer Welfare With Marketing Interventions
Fei Gao holds a Ph.D. from HEC Paris and has joined Bentley University in the U.S. as an Assistant Professor in 2020. Fei Gao’s dissertation consists of developing marketing interventions to influence consumers judgment, choice, and behaviors. He was awarded the HEC Foundation prize for the best 2020 doctorate thesis at HEC Paris. In this interview, Fei Gao explains the different interventions he studied and developed for various goals, such as altering consumers’ taste judgments of indulgent drinks and foods, reducing consumers’ portion size choices, or motivating consumers to referring products and services with a prosocial incentive scheme.
Why Experiences Might Make Better Gifts for Older Children
What should we get for our kids this holiday season? As children get older, giving them something they can experience (live through) instead of material things makes them happier, according to new research published by HEC Paris professors Tina M. Lowrey and L. J. Shrum.
How Believing in Unsubstantiated Claims Leads to Polarization
The COVID-19 pandemic has fostered the sharing of conflicting and unsubstantiated claims by public figures. Early November, a deeply divided nation elected Joe Biden as the President of the United States. A recent research published by professors Anne-Sophie Chaxel of HEC Paris and Sandra Laporte of Toulouse School of Management reveals that individuals believe in unsubstantiated claims when shared by favorite public figures, explaining polarization in opinions. In this article, Anne-Sophie Chaxel explains how rational people come to strongly believe in unchecked claims.
Sustainable Luxuries? Millennials are Skeptical – Yet They Buy
All companies have jumped on the sustainability bandwagon, if not out of genuine concern for the environment, at least because the new generation of consumers cares – and votes with their wallets. Even the luxury sector – but can it truly be green? Not for Millennials the world over: they believe the materialism embedded in the luxury sector's DNA is at odds with sustainability. Paradoxically, it doesn't mean they won't buy luxuries at all, according to a surprising global study by two HEC Paris researchers.
3 Objectives to Create Intelligence in the Face of Uncertainty
Uncertainty is an invisible trap, set to blind our capacity to avoid nonsense and create actual intelligence. Why invisible? Because uncertainty is powered by what we do not know, which is particularly difficult to become aware of. Anne-Sophie Chaxel, HEC Paris Associate Professor of Marketing and expert in cognitive biases, gives three objectives to keep in mind to embrace uncertainty, along with practice tool boxes to create intelligence.
What is the Role of Social Media During the COVID-19 Crisis?
Today, social media such as Twitter, Facebook and Instagram, have become primary sources of information. They are also vehicles for fake news and disinformation. During a crisis like the COVID-19 pandemic, how should social media be mastered and employed in a responsible way? HEC Paris Associate Professor of Marketing, Kristine de Valck, has been studying the role of social networks in the marketplace since 1999. She explains.