Pollution avoidance and green purchase: The role of moral emotions
Authors: Dapeng Liang, Chenxuan Hou, Myung-Soo Jo, and Emine Sarigollu
Publication: Journal of Cleaner Production, Volume 210, 10 February 2019, Pages 1301-1310
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Can Tim Hortons recapture the magic?
CBC Radio speaks with Professor Robert Mackalski for his take on Tim Hortons' new double-double-flavored coffee bar, a product that taps into the beloved off-menu order.
Listen to CBC radio clip (at 1:28 min)
The internet: A friend or a foe?
Online social networks have made it easier to stay in touch with friends and family, but a worrying factor is that they can easily become a “den of comparisons,” warns Professor Ashesh Mukherjee in his book The Internet Trap: Five Costs of Living Online.
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When advertising gets socially active
Gillette’s new ad about “toxic masculinity” belongs to a larger phenomenon of brands embracing social activism as a marketing strategy.
Professor Ashesh Mukherjee joins BBC to comment on the effectiveness of this approach, warning that it risks oversaturation and alienation.
The woes of living life on social media
As Professor Ashesh Mukherjee makes clear in his latest book, The Internet Trap, the pitfalls of living online in the age of social media include ceaseless comparisons with others and feelings of envy.
How top performers propel others toward greatness
Forthcoming research co-authored by Professor Nathan Yang demonstrates how participants in a national diet program lost more weight when someone in their group was a standout, suggesting that exceptional performers can motivate others to reach new heights.
Synergistic, Antagonistic, and Asymmetric Media Interactions
Authors: Ceren Kolsarici, and Demetrios Vakratsas
Publication: Journal of Advertising, Vol. 47, No. 3, 2018
The dark side of the web revolution
Professor Ashesh Mukherjee joins the Rotman School of Management to discuss learnings from his latest book, The Internet Trap, and outlines the five pitfalls of living online.
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Protecting positioning innovations: the emergence of non-traditional trademark registrations
Authors: S. Mishra, Demetrios Vakratsas, and A. V. Krasnikov
Publication: Marketing Letters, Vol. 29, No. 3, September 2018
Managing Rapid Change and Rapid-Growth in Emerging Industries
Authors: Hamid Etemad and Christian Keen
Publication: International Journal of Entrepreneurship and Small Business, Vol. 34, No. 4, 2018
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Nathan Yang selected participant in joint Quebec and China seminar
Nathan Yang, Assistant Professor in Marketing, selected participant in joint Quebec and China seminar Big Data and Management.
As part of the collaborative agreement between the Fonds de recherche du Québec – Société et culture (FRQSC) and the National Natural Science Foundation of China (NSFC), a delegation of Québec researchers will take part in a seminar on the use of big data in management science in Nanjing, China, from September 18 to 20, 2018.
Yu Ma, Laurette Dubé and Nathan Yang awarded 2018 SSHRC Insight Grant
Congratulations to Yu Ma, Associate Professor in Marketing, Laurette Dubé, Professor in Marketing and Nathan Yang, Assistant Professor in Marketing, on being awarded the 2018 SSHRC Insight Grant “An Empirical Investigation of Digital Goods Consumption and Its Impact on Word-of-Mouth Marketing”.
Myung-Soo Jo and Emine Sarigollu awarded 2018 McGill Sustainability Systems Initiative New Opportunities award
Congratulations to Myung-Soo Jo, and Emine Sarigollu, Professors in Marketing, on being awarded the 2018 McGill Sustainability Systems Initiative (MSSI) New Opportunities award “From a Throwaway Society into a Sustainable Society: A Consumer Perspective”.
Myung-Soo Jo and Emine Sarigollu awarded 2018 SSHRC Insight Grant
Congratulations to Myung-Soo Jo, and Emine Sarigollu, Professors in Marketing, on being awarded the 2018 SSHRC Insight Grant “The Demand and Supply Sides of Corruption”.
A Model of Two-Sided Costly Communication for Building New Product Category Demand
Authors: Michelle Y. Lu , Jiwoong Shin
Publication: Marketing Science, Vol. 37, No. 3, May-June 2018
Abstract:
When a firm introduces a radical innovation, consumers are unaware of the product’s uses and benefits. Moreover, consumers are unsure of whether they even need the product. In this situation, we consider the role of marketing communication as generating consumers’ need recognition and thus market demand for a novel product. In particular, we model marketing communication as a two-sided process that involves both firms’ and consumers’ costly efforts to transmit and assimilate a novel product concept. When the marketing communication takes on a two-sided process, we study a firm’s different information disclosure strategies for its radical innovation. We find that sharing innovation, instead of extracting a higher rent by keeping the idea secret, can be optimal. A firm may benefit from the presence of a competitor and its communication effort. The innovator can share its innovation so that competitors can also benefit, which encourages rivals to enter the market. The presence of such competition guarantees a higher surplus for consumers, which can induce greater consumer effort in a two-sided communication process. Moreover, the increased consumer effort, in turn, prompts complementarity in the communication process and lessens the potential free-riding effect in communication between firms. Additionally, it encourages the rival firm to exert more effort, especially when the role of consumers becomes more important. Sharing innovation with a rival serves as a mechanism to induce more efforts in a two-sided communication process.
