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March 2023

Keller Center for Research

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Paragraph Beginning DecorMarch 2023 (Vol. 16, Iss. 1)

Speaking or Writing? The Impact of Expression Modalities

Jonah Berger, PhD, Matthew D. Rocklage, PhD, and Grant Packard, PhD
Word of mouth has become a pivotal factor in what shapes consumers' thoughts and actions. We break down two modes of communication and find that writing does not have the same effect as speaking. This research offers insight as to how and when to use each form of communication in order to maximize agent success.
Keywords: Customer Relations, Marketing and Sales

Boost Your Social Media: Organic Facebook Posts

Yash Chawla, PhD and Prof. Grzegorz Chodak
Social media is the fastest-growing advertising media class in the world and is an incredible tool that can be leveraged to grow business, even when promoting your business organically via non-paid promotions. In this research, we answer two questions: What is the optimal time to post? How are engagement and effectiveness of an organic post affected by the visual location of the web link in the post?
Keywords: Social Media

The Effects of Gratitude vs. Indebtedness

Stephanie M. Mangus, PhD, Dora E. Bock, PhD, Eli Jones, PhD, and Judith Anne Garretson Folse, PhD
Nearly all business exchanges are built around the practice of reciprocity—or exchanging things with others for mutual benefit—which paves the way for feelings of gratitude and indebtedness. This study specifically focuses on how the salesperson's feelings of gratitude and indebtedness impact seller-buyer relationship quality, relationship satisfaction, and customer word of mouth.
Keywords: Customer Relations, Marketing and Sales

Power Distance Belief: A Tool to Design Tailored Appeals to Persuade Your Audience

Lingjiang Lora Tu, PhD, JaeHwan Kwon, PhD, and Huachao Gao, PhD
In consumer-based businesses, understanding how to effectively design marketing messages is key. Our research on power distance belief brings salespeople one step closer to understanding what is going on in the minds of different consumers which increases the power to persuade audiences through appeals tailored directly toward specific consumer mindsets.
Keywords: Customer Relations, Marketing and Sales

INSIDER: Huddle: How Women Unlock their Collective Power

Isabella Ip, MBA Candidate
For females in the workplace or in leadership, it is easy to feel isolated, out of place, and exhausted after consistently managing perceptions. In her new book, Huddle, Brooke Baldwin examines the powerful concept of a huddle, which empowers women to replace these negative feelings with feelings of being seen, of deserving the position they hold, and of being ready to take risks and challenge the norms in place.
Keywords: Insider

INSIDER: The High 5 Habit: Take Control of Your Life with One Simple Habit

Tyler O'Mary, MBA
The constant hustle and bustle of daily life can overwhelm us to the point that we lose sight of the most important thing: ourselves. In The High 5 Habit, Mel Robbins explains that the simple act of high-fiving yourself in the mirror first thing every morning can help you take charge of your life by restoring confidence and positivity. This daily boost will help you escape negative thoughts, push through anxiety, and turn dreams into reality.
Keywords: Insider

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