Insights From

Strategic Marketing

Special Treatment vs. Special Traits: What We Want From Relationships

People are romantically drawn to warm, kind people who treat others well. But when it comes to how a partner treats us, we really want special treatment. Both desires stand to reason, but are they equally important? (Hint: They’re not.) What are we willing to sacrifice to get what we want from a partnership?

WHAT MAKES A GREAT SUPER BOWL COMMERCIAL?

Professor Kimberly Whitler shares five characteristics that better ads tend to have in common.

Too Much of a Good Thing? Satiation and Satisfaction

Everything really is better in moderation: Research shows that once a person hits the satiation point, consuming more of something means enjoying it less. A new study by Professor Manel Baucells offers a model charting where that point is and what to do about it — with implications for business as well as optimizing your own personal experiences.

Netflix vs. Disney Plus: What’s Downstream for Streaming?

Home entertainment has transformed. In a matter of years, we’ve gone from rabbit ears on the television to — come the November debut of Disney Plus — mouse ears on streaming media. What does that mean for Netflix and other competitors? What will the future bring for these companies and consumers?

Enjoyment and Memory in Concert: The Ideal Set List

The psychology of the set list: How can we increase enjoyment of an experience in the moment and in our memories? And how can this be used in business? After all, memory drives good reviews, return business and lasting satisfaction. Luckily, there’s a mathematical model for it.

Marketing in China: 6 Lessons

China’s marketing landscape is a different machine than Western companies may be accustomed to. How a country evolves impacts consumer habits — which, in turn, should impact marketing practice. Western multinational firms seeking to expand need to shift their strategies — and might find they can apply some lessons to other markets.

The ‘Streaming Wars:’ 5 Big Questions on Netflix, Disney Plus and the Future of Online Video

Darden Professor Raj Venkatesan surveys the streaming video landscape and discusses what the future may hold for companies and consumers.

Under the Influence: Influencer Marketing

Influencer marketing is a key way to engage potential customers, build loyalty and drive a message to a larger market in an organic way. Darden marketing experts provide insights for aspiring influencers and marketers eager to analyze their effect.

Thinking of You: Consumer Decisions That Make the Heart Grow Fonder

Research shows that consumers don’t just make decisions based on personal beliefs, attitudes and preferences — at least not those in close relationships when choosing shared experiences. How can this information benefit relationships and marketing strategy?

Let’s Take a Vote (or Maybe Not)

Companies use voting to engage customers and create buzz. The practice can spark innovation, lower product development costs and increase speed to market. But this kind of engagement can also lead to consumer expectations … and the British public voting to name a $280 million ship “Boaty McBoatface.” How can savvy organizations avoid this trap?