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How shame and guilt can be used to your advantage in marketing

Thu, 2014-12-11 11:12

By DaHee Han

There are ways to ensure marketers are not fumbling in the dark when it comes to getting the most out of using emotion in their marketing campaigns. From billboards and adverts to their company website, my research shows that emotions such as shame and guilt can be used to create a favourable response from consumers.

Source Site: /desautels

How to successfully use shame and guilt in advertising

Thu, 2014-11-20 11:05

Shame and guilt have different effects on consumer buying habits, new research from the Desautels Faculty of Management in Canada finds.

... Professor DaHee Han says: “To get the best response, a fitness club could produce an ad that induces shame and highlights the bigger picture, such as ‘Are you overweight? How ashamed do you feel? Stop overeating, join our fitness programme and feel healthy all the time!’

Source Site: /desautels

Approche toujours controversée

Mon, 2014-11-17 14:23

Le débat continue de faire rage : l'anticipation des marchés, communément appelée «market timing», est-elle une approche payante ou au contraire, nuisible et dangereuse ? Les avis sont partagés. Il y a plusieurs définitions du market timing. Le plus fréquemment, le market timing consiste à «tenter de prédire la direction future du marché en ayant recours, le plus souvent, à des indicateurs techniques ou à des données économiques», comme l'indique le site Investopedia.

Source Site: /desautels

Êtes-vous valeur ou croissance?

Thu, 2014-11-13 12:28

Préférez-vous les valeurs sous-évaluées, voire délaissées, ou les titres qui croissent plus rapidement que le marché? Valeur ou croissance? Vos choix d'investissement trahissent probablement votre âge et votre sexe.

Source Site: /desautels

Why so many bosses are bad

Tue, 2014-11-11 10:47

For a long time, one of Canada’s largest residential landlords, Canadian Apartment Properties Real Estate Investment Trust (CAPREIT), admittedly did better at managing its properties than its staff did. Its workers were disengaged and unhappy, and their managers were not providing the right sort of feedback. “People didn’t feel they were being recognized for their efforts, they didn’t feel any sense of accomplishment, and the work they did was kind of just seen as, ‘Oh, that’s your work,’ ” says Jodi Lieberman, vice-president of human resources.

Source Site: /desautels

Elite Business Magazine Nov 2014 - We need to create a level playing field

Thu, 2014-11-06 11:17

By: Lisa Cohen, assistant professor, Desautels Faculty of Management

Source Site: /desautels

Feeling Guilty or Ashamed? Think about Your Emotions before You Shop

Thu, 2014-10-16 11:24

Suppose you grabbed a few cookies before heading out to the grocery store and start to feel guilty or ashamed about breaking your diet. According to a new study in the Journal of Consumer Research, feeling guilty might find you comparing calories in different cartons of ice cream. Feeling ashamed might keep you from buying any ice cream in the first place.

Source Site: /desautels

Talking Management with Karl Moore: Business going gangbusters? Time for a change

Thu, 2014-09-25 11:38

This is Karl Moore of the Desautels Faculty of Management at McGill University, Talking Management for The Globe and Mail. Today, I am delighted to speak to Gautam Mukunda [assistant professor of business administration] from the Harvard Business School.

Should we only look for transformational leaders when we are in trouble, or are there other times we need transformational leaders?

Source Site: /desautels

Taking care of business

Mon, 2014-09-22 14:57

The economy has changed dramatically in the 30 years since Doug Bergeron first entered the work force and, of course, Bergeron, 53, has changed with it. Best known for leading the group that purchased the credit- and debit-card terminal makerVeriFone from Hewlett-Packard for $50 million in 2001, as CEO, he transformed it into a multinational, multi-billion-dollar company.

Source Site: /desautels