September 2018 (Vol. 11, Iss. 3)
Gratitude in Buyer-Seller Relationships
Stephanie M. Mangus, PhD, Dora E. Bock, PhD, Eli Jones, PhD, and Judith Anne Garretson Folse, PhD
Gratitude has immense value to firms and is linked to increases in share of wallet, sales revenue, sales growth, and customer commitment. Our research shows how sales professionals can improve their relational outcomes with customers by fostering more grateful customers through their own expressions of gratitude.
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Why People Like Where They Live
Robyn Driskell, PhD, Larry Lyon, PhD, and Brittany M. Fitz-Chapman, PhD
Community and individual-level factors affect the satisfaction a person derives from living in his or her community. How do we determine if a community is meeting the needs of the person, and how do we better prepare our communities, moving forward, to appeal to potential homeowners?
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Strategic Personal Branding—And How It Pays Off
Deva Rangarajan, PhD, Betsy D. Gelb, PhD, and Amy Vandaveer
A well-defined and consistent personal brand can elevate agent recognition, generate leads, and build authority and credibility. It can also help agents develop a unique value proposition, identify target customers, and humanize marketing campaigns. Does your personal brand communicate the right message?
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Valuable Virality
Ezgi Akpinar, PhD and Jonah Berger, PhD
Viral ad campaigns have become a necessity in the digital world. Our research examines the key factors driving valuable virality and shows how the sharing of an ad and brand evaluation of a product are dependent on ad content.
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Judging a Book by Its... Online Reviews?
Pareezad Zarolia,PhD and Kateri McRae, PhD
In the simplest of transactions, the exchange of goods and services between a buyer and a seller develops a relationship that is dependent on trust. This study examines how direct and indirect impressions influence the development of trust in social relationships.
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INSIDER: Why Women Buy
Courtney A. Harris, MBA
Research shows that women account for 85 percent of all consumer purchases and have $7 trillion in buying power. In Why Women Buy, Dawn Jones shares insights to provide sales professionals with a relevant and detailed guidebook for improving results with and meeting the needs of this powerful market.
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INSIDER: Sales EQ
Kevin Pettit, MBA Candidate
In Sales EQ, Jeb Blount explains that the emotional experience of buying is more important than any product, price, or feature. To be an effective sales person, it is necessary to approach people the way they buy rather than the way you sell, which requires high emotional intelligence and knowledge of how people make decisions.
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