Marketing

When will you feel like you have enough? From panic-buying to FOMO to the relentless drive for “more,” why does the fear of “running out” sharpen our focus while also dictating some of our most irrational behaviors? Listen to this Quantum Potential podcast for a fascinating conversation with scarcity expert and professor of marketing Kelly Goldsmith. Read More

When people choose from a large set of options, there is likely one that aligns closely with their particular preferences. When there are fewer options, their choice is less likely to reflect a strong opinion—they're just choosing the one that is any amount closer to what they think. This can be misinterpreted, researchers say, as deep enthusiasm. And it can lead to polarization, because people tend to not consider how many options were available when forming an opinion about others' choices. Read More

New research from Vanderbilt Business explores how cringeworthy marketing can spark backlash and go viral for the wrong reasons. Learn how brands recover and avoid future failures. Read More

New research out of Vanderbilt Business explores the relationship between disabling social media comments and the persuasiveness and likability of public figures like celebrities and influencers. Read More

New research from Jen Riley discusses the impact of power shifts, competition, and evolving technology on U.S. higher education. Read More

Vanderbilt Business consumer behavior expert Kelly Haws explains the effects of the "Any Size, Same Price” strategies on soft drink consumption. Read More

New research from Kelly Goldsmith offers insight into the effectiveness of flash sales for online retailers. Read More

Vanderbilt consumer behavior expert, Freeman Wu, explains how enhanced product aesthetics impact consumption. Read More

Vanderbilt consumer behavior expert Brianna Escoe explains cringe, its implications on brands, and ways brands can avoid ‘cringeworthy’ campaigns. Read More

Steve Hoeffler, professor of marketing, explores ways that marketers may combat negative associations of automated products. Read More