Retail media networks (RMNs) are reshaping how retailers and suppliers collaborate. This research explores what drives RMN success — from managing first-party data and reporting transparency to maintaining trust between retailers and suppliers.
12/30/2025 | By Rodney Thomas, Stephanie Thomas, Molly Rapert, Brent Williams & Andy Murray
Using real-world data from a UK apparel retailer, the study finds that while subscriptions initially boost spending and order frequency, these effects fade over time.
12/02/2025 | By Ashutosh Bhave
This study reveals how mountaineers find meaning and identity through preparation and mastery rather than thrill, offering marketing and industry leaders new insight into how consumers pursue fulfillment, manage risk, and align with values in high-stakes experiences.
11/18/2025 | By Steven W. Kopp
How much do health labels matter when selecting the food we eat? Research shows how graphics and word choice influence consumers in supermarket selections.
06/11/2024 | By Mitchell Simpson; Scot Burton
Crowdsourced data is useful, but is it accurate? Learn what methods you can use to increase the reliability of data from platforms like Amazon MTurk.
07/11/2023 | By Jack Travis, Scot Burton
Why do techies love new computers but bikers hate e-bikes? Learn how psychological ownership affects how people interact with different automated products.
04/11/2023 | By Nabiha Khetani, Leah Smith
What convinces customers that anti-phishing software works? And what prevents them from relying on it? Learn how to educate your workforce about cybersecurity.
01/10/2023 | By Jack Travis, Zachary Steelman, Rhonda Syler
Delayed flights, denied boarding, and lost baggage are putting airlines are under pressure. Are advertising and employee working conditions adding to it?
12/13/2022 | By Nabiha Khetani, Adriana Rossiter Hofer, and Nicolò Masorgo
E-commerce-savvy fashion retailers can create successful marketing strategies by varying the products they feature online vs. offline.
09/14/2022 | By Sarah Browning Meyerowich, Gonca Soysal
Did you buy that product because you heard about it on TikTok? Does it seem to affirm your identity? Find out more from our top articles on consumer behavior.
07/07/2022 | By Stephen Caldwell
Policies addressing highly visible e-commerce problems may do more harm than good, especially if they reinforce the status quo and foreclose on new ideas.
06/21/2022 | By Mitchell Simpson, Robert Jensen, Brent Williams
This research project by Walton College students outlines how brands should use TikTok influencers, which influencers can boost brand loyalty and awareness.
05/12/2022 | By Keiry Echeverria
In times of flux and confusion, clear communication is of utmost importance. Find out how businesses can reach their patrons through effective messaging.
04/12/2022 | By Abbi Ross, Garrett Rybak, Alicia Johnson, Scot Burton
With security, as with most things, seeing is believing. Find out how businesses can benefit from telling their customers about security improvements.
04/07/2022 | By Mitchell Simpson, Rajiv Sabherwal
Innovation is key to developing a strong and loyal customer base. Branding is equally important. Learn how leveraging both can strengthen consumer relationships.
02/18/2022 | By Sara Holm, Gonca Soysal
From consumer behavior to interpersonal relationships, artificial intelligence has changed our lives beyond measure. Scholars explore the effects of its use.
01/21/2022 | By Emilija Sarma, Mary Lacity
Consumer behavior is unpredictable, but fortunately there are patterns and regularities. Read this article to learn what influences customers to preorder.
12/15/2021 | By Mitchell Simpson, Scot Burton
If you’re struggling to locate common items in stores, you’re not alone. Since March 2020, shifts in consumers’ habits have taken a toll on the supply chain.
10/14/2021 | By Laurel Schley
Ever bought a meal despite knowing it's unhealthy? Scot Burton, colleagues examine why we ignore calorie information and choose unhealthy, high-calorie meals.
09/17/2021 | By Scot Burton, Michael Adkison
It's not just virtue signaling. Taking a stand on social issues is a sound business practice that resonates with consumers and improves company's bottom lines.
07/23/2021 | By Michael Adkison
In a world where reputation is everything, negative reviews can cause major harm.
10/02/2020 | By Ryan Decker, Dinesh Gauri
Online shoppers want their cake and to eat it, too; they want premiere logistics services, but they don’t want to pay for it.
08/28/2020 | By Michael Adkison, Brian S. Fugate, Brent D. Williams
While smart rooms are still somewhat rare in 2019, companies such as Nordstrom and Ralph Lauren have been experimenting with RFID equipped fitting rooms for four or more years now.
01/22/2020 | By Jeff L. Wright, Amaradri Mukherjee, Ronn J. Smith, Anna M. Turri
While smart rooms are still somewhat rare in 2019, companies such as Nordstrom and Ralph Lauren have been experimenting with RFID equipped fitting rooms for four or more years now.
12/06/2019 | By Jeff L. Wright, Amaradri Mukherjee, Ronn J. Smith, Anna M. Turri