Drivers of Tech Brand Love
Microsoft shared research insights on the factors that drive technology brand preferences. Read more »
consumer attitudes
How to Improve Ad Experiences on Streaming Services
The growth of ad-supported streaming services continues to be one of the most important developments in the media. A new study confirms that acceptance of advertising is a major driver behind that trend, but also shows that consumer satisfaction with streaming advertising is not as high as it could be.
- Targets & Segments
- Article
Effective Customer Engagement Tactics for Microblogging Platforms
Customer service problem resolution on microblogging platforms offers a way for firms to shine after interacting with customers or to leave a less than stellar impression. This study identifies key tactics for effective digital customer engagement and mitigating negative social propagation. The research identifies four frontline problem-handling tactics—resolving, reassuring, compassion and passion—and their impact on social propagation by followers. The study also highlights the importance of efficient problem resolution and communication strategies in digital marketing.
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- Creative & Branded Content
- Article
Music’s Impact on Visual Scene Interpretation in Media
The study explores how music influences the emotional and semantic interpretation of visual scenes in media. It employs a large-scale empirical approach to assess both implicit and explicit participant responses to various audio-visual combinations, revealing music's nuanced effect on semantic attribute ratings.
Member Only AccessWhat is an “Authentic” Brand?
Many studies have shown that consumers want authenticity in advertising and branding and that the perception of authenticity can be an important driver of marketing success. But what exactly does authenticity mean to consumers? Read more »
What do Consumers Really Think?
Accurately measuring consumers’ beliefs and attitudes is more complex and difficult than we assume, according to several new books on misinformation and beliefs. Read more »
Young Consumers Keep Changing
Winning new customers sometimes demands letting go of your assumptions about consumer behavior. Case in point: teenage boys who love fragrance brands. Read more »
- Targets & Segments
- Article
Nuances in Donor Influence: Strategic Insights from Charitable Appeals Research
How do positive and negative appeals in charity advertising shape donors' choices between immediate and long-term assistance? Discover strategic approaches that charities can adopt to optimize their advertising and maximize donor engagement and contributions.
Member Only AccessValues & Viewing
We know that political views impact choices for news sources – such as a viewer’s preferred news network – but little is known about the relevance of political views, values and attitudes for viewing entertainment programs.
Gen Z, Sexuality and Brands
Gen Z has different attitudes about sexuality than most older Americans. What are the implications for brands? Read more »