Marketing & Advertising
News, stories, and profiles related to our work in the marketing and advertising fields.
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.
Marketing Wisdom, From the Alum Who Helped Turn Domino’s Around
Each year, now-CEO Russell Weiner ’90 comes back to the Hill to speak about the secret sauce behind the pizza chain’s renaissance.
What fuels our fear of missing out?
New research from Johnson Assistant Professor Jacqueline Rifkin shows that a fear of missing out is driven by worries about possible negative impacts on future relationships.
Messaging May Overcome Bias Against Gene-Edited Foods
Consumers are less resistant to gene-edited ingredients when they learn about the technology’s health and environmental benefits.