Marketing & Advertising
News, stories, and profiles related to our work in the marketing and advertising fields.
From Nonprofit R&D to Big Pharma Marketing: A Q&A with Deepika Cattry, MBA ’18
Career Corner: Healthcare marketing professional Deepika Cattry pivoted from R&D at a nonprofit to marketing at a major biopharmaceutical firm.
The K-pop status shuffle: producers, power and reinvention
New SC Johnson College research finds entertainment agencies in Korea play a dominant role in shaping the image of K-pop groups.
Tears and ticket stubs: the real reason we cherish mementos
New research from the Cornell SC Johnson College finds that collecting mementos is tied to the timing of when an experience ends.
Directory Boosts Usefulness of Mobile Phones, Bottom Lines, in Rural Africa
In rural Africa, most mobile phones don’t have search capabilities to find businesses. A new phone book helps, boosting sales by 104%.
Stars or Numerals? How Rating Formats Change Consumer Behavior
The researchers found that consumers tend to overestimate fractional star ratings and underestimate fractional Arabic numerals.
From Pinot Noir to Public Policy: John S. Dyson ’65 Shares Lessons in Leadership
Entrepreneur, public servant, longtime Cornell trustee, and Dyson Alumni Leadership Award recipient John Dyson spoke at Dyson Leads in New York City.
Winding Up Value: How Media Shapes the Luxury Watch Market
New SC Johnson College research shows that news articles and reviews play a significant role in promoting luxury watch brands.
Beer Sold in Grocery Stores Drives Higher Sales in Other Categories
Beer-purchasing households visit grocery stores more frequently and increase their total monthly grocery expenditures.
In 2025, Avoid ‘Specialness Spirals’ (and Practice Self-Gifting)
The Johnson School’s Jacqueline Rifkin offers insights on why waiting too long to use a present may mean getting less joy from it.