On Brands and Word of Mouth
By Mitchell J. Lovett, Renana Peres & Ron Shachar
Brands and word of mouth (WOM) are cornerstones of the marketing
field, and yet their relationship has received relatively little attention. This study aims to enhance understanding of brand characteristics as
antecedents of WOM by executing a comprehensive empirical analysis.
Advertising, the matchmaker
By Bharat N. Anand & Ron Shachar
We empirically study the informational role of advertising in matching consumers with products when consumers are uncertain about both observable and unobserved program attributes. Our focus is on the network television industry, in which the products are television shows. We estimate a model that allows us to distinguish between the direct effect of advertising on utility and its effect through the information set.
Finding brands and losing your religion?
By Cutright, Keisha M.,Erdem, Tülin,Fitzsimons, Gavan J. & Shachar, Ron
Religion is a powerful force in many people’s lives, impacting decisions about life, death, and everything in between. It may be difficult, then, to imagine that something as seemingly innocuous as the usage of brand name products might influence individuals’ commitment to religion. However, we demonstrate across 6 studies that when brands are a highly salient tool for self-expression, individuals are less likely to report and demonstrate strong religious commitment. We suggest that a desire to maintain consistency among self-identities is one important driver of this relationship and find that the effect is mitigated when the perceived distance between brands and religious values is minimized.
Recent working papers
Is Storytelling Ability Related to the Sense of Meaning in Life?
By Mario Mikulincer & Ron Shachar
Having a sense of meaning has been shown to play a critical role in peoples’ lives – e.g. it improves physical health and subjective well-being. This study demonstrates that an overlooked personality trait – storytelling ability – is associated with this critical construct (meaning in life). Using three independent samples, we find that the relationship between storytelling ability and meaning is stable and strong and holds across two different cultures (US, Israel) and four different measures of meaning.
The Negativity News Cycle: The Empirical Relationship Between
News Media and Political Advertising
By Paul B. Ellickson, Mitchell J. Lovett & Ron Shachar
Negative campaign advertising and aggressive news media coverage are now dominant features of the U.S. political landscape. We empirically examine the interaction between news media coverage and campaign decisions to go positive (speaking only about themselves) or negative (speaking also about the
opponent) in their advertising. Using data from the U.S. House of Representatives elections of 2000, 2002, and 2004 covering 498 races over the 70 days leading up to election day, we provide evidence of a negativity news cycle in which the news media and candidates push each other toward negativity.
Recently published papers
On the monetization of mobile apps
By Gil Appel, Barak Libai, Eitan Muller & Ron Shachar
Though the mobile app market is substantial and growing fast, most app providers struggle to monetize apps profitably. Monetizing apps is done in two ways: a) selling advertising space within a free version of the app, and b) selling a paid version, termed freemium or in-app purchase strategy.
When and Why Consumers “Accidently” Endanger Their Products
By Yaniv Shani, Gil Appel, Shai Danziger & Ron Shachar
In this research, we examine whether consumers may “accidently” endanger a product they own when a new version of the product is introduced. We propose owners endanger their product when they want to upgrade to a new version but have difficulty justifying the upgrade and that owners find justification more difficult when a new version offers an improved design but does not offer a significant technological improvement. Owners endanger their product hoping it will be “fortuitously” damaged. Product damage provides owners with a good reason to upgrade.