The Role of Marketing in Climate Change: Carbon Footprinting and Pricing
The potential impact of climate change raises concerns with consumers and governments throughout the world. Dealing with these climate concerns is key to the survival of businesses in the marketplace, and ultimately the survival of the planet. Daniel Halbheer, Associate Professor of Marketing at HEC Paris, shares his and his co-authors' research findings on the role of marketing decisions in addressing climate change when juggling the pressures of consumers and governments, through tools such as carbon footprinting and pricing.
TV series consumption habits in the era of Netflix: How young adults embrace and protect themselves from ATAWAD TV watching
How do young adults feel about television streaming and how does this feeling affect their watching of television series? How do those consumers embrace and protect themselves from the possibilities of ATAWAD (anytime, anywhere, any device) TV watching?
Considering a diversification strategy? Follow insights from HEC Professor John Mawdsley
Corporate diversification can be risky and costly, but the results of two researchers' latest study suggest that customer-centered companies may have a key advantage when it comes to such organizational change. Exclusive interview with Assistant Professor John Mawdsley (HEC Paris) on his and Professor Deepak Somaya’s latest research.
Why many luxury leaders prefer not to use the word luxury
Luxury is a three faceted word. It refers first to a concept, very subjective thus always hotly debated. It is also a very lucrative macro-economic sector that has been growing over the last 25 years. Finally, it also designates a very specific strategy, distinct from other strategies such as a fashion strategy, a premium strategy or a masstige strategy. Any company can adopt a luxury strategy even if it does not produce the classical goods or services traditionally associated with the luxury sector. Apple is a typical example.
Buying: the effect on self-worth feelings and consumer well-being
Consuming can boost self-worth feelings, but might adversely impact consumer well-being. Our new research published in Journal of Consumer Research shows that consumption of certain products can restore feelings of self-worth that have been damaged for whatever reason. However, this boost or restoration effect is diminished by overt marketing tactics like slogans or taglines that make products’ link to the hurt self-identity aspect overly explicit.
Managing Fake News
Can studying fake news be good? At least two professors at HEC Paris think so. Ludovic François and Dominique Rouziès explain why and how in their recent Harvard Business Review article entitled “The Real Story of the Fake Story of One of Europe’s Most Charismatic CEOs”. In this article they recount how HEC Paris offered a seminar to teach students how to manage corporate crisis by using the internet. In the process, the seminar taught the students the impact of fake news. Here is the story.
Understanding the language of persuasion
Successful marketing and advertising rely on the effective use of persuasive language. To help marketers and advertisers choose the right language devices to persuade consumers, researchers Ruth Pogacar, L. J. Shrum and Tina M. Lowrey provide an easy-to-use framework.
Thinking through cannabis markets
The relationship between cannabis and society is a long and deeply contested one. Throughout history, cannabis has been associated with everything from health, leisure, and pop culture to criminal and immoral behavior. But beyond the simple debate about whether cannabis is good or bad, the study of cannabis markets needs interdisciplinarity, to know what is required to construct an effective and fair contested market.
Sharing possessions helps counteract loneliness
Loneliness and materialism are linked. In a recent study, Elodie Gentina, L.J. Shrum and Tina Lowrey investigate the materialistic coping strategies that can alleviate loneliness and its associated unethical behaviors. They find that adopting active strategies, like sharing possessions, leads to fewer unethical tendencies, while passive strategies, like product acquisition, can lead to more.