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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

Sugar Sammy gets last laugh with publicity stunt

Mon, 2014-11-24 14:35

One of the province’s best known stand-up comics is likely laughing all the way to the bank with a new advertising campaign.

... ”This is marketing 101,” Robert Soroka, a marketing professor at McGill University said.

The advertisement and the fallout is a well orchestrated publicity campaign that Sammy has executed perfectly.

Read full article: Global Montreal, November 21, 2014

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

The granddaddy of all Canadian-U.S. trade disputes is about to rear its ugly head again

Mon, 2014-11-03 14:13

A recent dispute over “country of origin labelling” for meat products underscores the fact that Canada and the U.S. still have their share of trade disputes.

... “For the first time in years, we actually see new housing starts in the United States past the one-million mark,” said William Polushin, an international business expert and lecturer at the Desautels faculty of management at McGill University.

Source Site: /desautels

Mathieu Darche – from the NHL to the corporate world

Mon, 2014-10-27 16:04

The Montreal native realized his boyhood dream of playing for The Montreal Canadiens. Armed with a marketing and management degree from McGill; Mathieu Darche is bringing that same determination to a new career in business.

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

Toronto Marketing Trip

Tue, 2014-10-14 (All day) - Thu, 2014-10-16 (All day)

Join us on the Toronto Marketing Trip - Meet over 20 companies and 40 Alumni!

Open to all years!

Source Site: /desautels

Global Marketing Leader Mario D'Amico Joins the Nature Conservancy as Chief Marketing Officer

Mon, 2014-09-29 14:52

The Nature Conservancy issued the following news release: The Nature Conservancy announced today that Mario D'Amico, a leading international advertising and communications executive and former Global Chief Marketing Officer for Cirque du Soleil, has joined the organization as Chief Marketing Officer. He oversees membership, digital marketing, corporate marketing partnerships, strategic communications and publishing.

Source Site: /desautels

Laundry & lattés: Hybrid spaces and beautiful business friendships

Mon, 2014-09-22 14:41

Chaz Desousa is a young Montreal entrepreneur who already co-owns a restaurant and a food truck. But when he had the idea for his latest venture, a vintage-style laundromat with oversized washers and dryers, vending machines dispensing funky socks, and sofas for lounging, he went looking for a roommate.

Source Site: /desautels

Ascent: A Practising Manager's Growth Mantra

Fri, 2014-08-08 11:45

Amit Chatterjee is the Managing Director of the Sartorius India group of companies since2002. He has been with the company since 1993. Sartorius AG (www.sartorius.com), is a 140-year-old German technology major listed on the German and French stock exchanges. A post graduate in Chemistry, Amit has a diploma in Practising Management from INSEAD, France and a Master of Management from McGill University, Canada. His professional repertoire includes 15 years in Sales and Marketing and 17 years in Strategic Management.

Source Site: /desautels

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