Browse Archives by Keyword: Marketing and Sales
Power Distance Belief: A Tool to Design Tailored Appeals to Persuade Your Audience
[3/1/2023]
Lingjiang Lora Tu, PhD, JaeHwan Kwon, PhD, and Huachao Gao, PhD
Speaking or Writing? The Impact of Expression Modalities
[3/1/2023]
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 written communication does not have the same effect as spoken communication. This research offers insight as to how and when to use each form of communication in order to maximize agent success
The Effects of Gratitude vs. Indebtedness
[3/1/2023]
Stephanie M. Mangus, PhD, Dora E. Bock, PhD, Eli Jones, PhD, and Judith Anne Garretson Folse, PhD
Digital Information Flow Continuum: A Service Dominant-Logic Perspective
[12/1/2022]
James Peltier, PhD, Andrew Dahl, DBA, and Eric Swan, DBA
The emergence of digital information platforms allowing consumer-to-consumer communications is changing how service ecosystems establish and create value for service innovations. The communications regarding these innovations have transitioned from pure "one-to-one" communication and engagement processes to "many-to-many" informational touchpoints. Our study assesses these information flows in service ecosystems and how they influence decision-making of digital innovations
INSIDER: Sales Secrets
[9/1/2022]
Isabella Ip, MBA Candidate
While there are an overwhelming number of resources available to help one build sales success, experienced salespeople with proven performance outcomes may be the most effective sources of inspiration. In Sales Secrets, Brandon Bornancin shares advice and perspectives from 104 accomplished sales professionals to help novice and experienced salespeople succeed in what can be a long-lasting and lucrative career
Making Tough Choices Today for an Easier Tomorrow
[6/1/2022]
Ashley S. Otto, PhD, Joshua J. Clarkson, PhD, Nathanael S. Martin, PhD ABD
Consumers make countless decisions every day. Some situations require minimal decision-making effort, while others require more thought and effort to reach a decision. Our research finds that there are two situations, driven by a motivation to achieve cognitive closure, in which people will put more effort into the decision-making process in order to simplify the process in the future
The Secrets of Social Media in Salesperson Performance
[6/1/2022]
Melanie Bowen, PhD, Christine Lai-Bennejean, PhD, Alexander Haas, PhD, and Deva Rangarajan, PhD
Social media has become a core component of communication within our society, and as social media has positively impacted personal life, it has also positively impacted business. Our study focuses specifically on the relationship between social media usage, key selling tasks, salesperson performance, and peer social media usage as a relationship moderator
Why Marketers Fail to Understand Their Customers: The False Consensus Effect
[6/1/2022]
Walter Herzog, PhD, Johannes D. Hattula, PhD, and Darren W. Dahl, PhD
Marketing is all about understanding customer preferences and providing solutions that match these preferences. However, marketers’ perceptions of their target customers’ preferences can be biased through the so-called false consensus effect, whereby marketers project their personal preferences onto customers
Applying Adaptive Selling Techniques: Exploring How
[3/1/2022]
Dr. Sascha Alavi, Dr. Johannes Habel, and Dr. Kim Linsenmayer
While research suggests adaptive selling is a core ingredient of sales success, the question of how salespeople should alter their behavior in response to varying customer attributes has remained unclear. Our research and recommendations offer managerial insight to capitalize on the genuine benefits of adaptive selling to lead to greater success organization-wide
Adaptive Selling: Finding the Perfect Fit
[12/1/2021]
Richard G. McFarland, PhD
Now more than ever, clients expect a uniquely tailored experience and product. This research aims to build upon already-utilized aspects of adaptive selling while increasing your understanding of adaptive selling and providing recommendations to further hone your own adaptive selling techniques
