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
Dialogical online chat boosts digital sales and customer satisfaction. Firms that tailor chat to customer motives build stronger trust, loyalty and engagement.
09/03/2025 | By Victoria Hernandez; Judith Anne Garretson Folse
A study of consumer behavior in VR retail environments reveals that consumers are slow to adopt cryptocurrency over familiar, trusted payment methods.
08/05/2025 | By Meghan Perry; Leah Smith
Creating a more nuanced understanding of student evals may unlock a stronger sense of best practices and better identify leaders in online education.
03/04/2025 | By Ryan Sheets; Ashutosh Bhave
Walton College's MS in Marketing program provides hands-on experiences with that equips graduates with skills for success in competitive industries.
10/10/2024 | By Kaslyn Tidmore
As brands strive for a strong social media presence, feuding with the competitors has become a quick and easy way to drive engagement. But could it backfire?
08/27/2024 | By Kaslyn Tidmore; Ashutosh Bhave
The formatting of loan applications has a profound influence on consumer borrowing decisions. New research examines the implications for borrower and lender.
08/06/2024 | By Kaslyn Tidmore; Daniel Villanova
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
Using the right mode of communication after you make a mistake is vital; it's especially so for salespeople wanting to repair relationships with customers.
06/03/2024 | By Kaslyn Tidmore and Judith Anne Garretson Folse
Bar graphs are not made equal; subtle display differences can change how consumers interpret the relative positivity of online reviews.
04/09/2024 | By Mitchell Simpson; Javad Mousavi
Corporations shape consumer perceptions by combining audio with visual logos to define their brand. Does this strategy also work for healthcare providers?
01/09/2024 | By Nabiha Khetani, Steven Kopp
When a brand’s other customers behave poorly, we can feel vicarious shame. The extent of that shame depends on how closely we affiliate with the brand.
10/10/2023 | By Mitchell Simpson, Daniel Villanova
Overestimating levels of trust creates negative consequences for salespeople and customers; new research provides tips on out how to neutralize them.
10/03/2023 | By Hiba Tahir, Sarah Browning, and Judith Anne Garretson Folse
Learn how assumptions about materialism and usefulness affect your choices. Self-serving bias can influence anything from retail strategy to the gifts you buy.
06/20/2023 | By Mitchell Simpson, Daniel Villanova
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
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
The pandemic changed everything about how marketers gain traction with their audiences. Read more from this year's top marketing articles.
07/14/2022 | By Stephen Caldwell
Navigating complexity means relying on the expertise, connections of others; but when and under what conditions should firms formalize these alliances?
06/08/2022 | By Evan Wordlaw, Ashish Sharma
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
Correcting decades of misinformation is hard; how well did Big Tobacco's court-ordered corrective marketing campaign fare in changing consumers' health beliefs?
05/10/2022 | By Mitchell Simpson, Scot Burton
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
The world is changing faster and more frequently than ever before. Find out how we can help students learn to navigate and find their place in it.
03/17/2022 | By Emilija Sarma, Molly Rapert
The pandemic is global, and our efforts to mitigate its effects must also be global. Find out how marketing, retail, and other sectors can act effectively.
03/15/2022 | By Emilija Sarma, Scot Burton
Customer communication is difficult to do properly. Find out what the latest research has to say about how companies can target and reach consumers.
02/25/2022 | By Emilijia Sarma, Daniel Villanova
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
As Gauri, Jindal, and Ma write, closing these gaps and easing these burdens will not only “benefit brands and retailers by lifting overall sales but deliver greater good as well.”
01/07/2022 | By Ryan Sheets, Dinesh Gauri
Online and in-person shopping are often thought competitors, but we might see them join together in the future. Read this article to see the latest trends.
12/17/2021 | By Michael Adkison, Dinesh Gauri
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
As more and more of our lives become digital, competition between online and offline retailers will intensify. Find out who has the upperhand and why.
12/10/2021 | By Mitchell Simpson, Dinesh Guari
There is more to data than passively collecting bytes and bits. Learn what steps can be taken to ensure that it works to the greatest benefit of the company.
12/03/2021 | By Lucas Cuni-Mertz, Jialie Chen
Product returns can be a revenue sink, but companies aren't without options. Here are some strategies that can help minimize risk and maximize return.
11/29/2021 | By Lucas Cuni-Mertz, Jialie Chen
The research of Dinesh Gauri, Walmart Chair in Marketing at the Sam M. Walton College of Business, Rupinder Jindal,and Yu Ma was recently featured in a Mass Market Retailers article discussing the shifting landscape of grocery retail.
11/16/2021 | By Evan Wordlaw, Dinesh Gauri
Business expertise can be dull and complicated. One class aims to bring the lessons of retail to life for its students.
10/15/2021 | By Molly Rapert, Lucas Cuni-Mertz
Do emojis really matter in marketing? In certain instances, emojis can influence purchase decisions and create connections with receptive consumers
09/08/2021 | By Leah Warfield Smith, Randall L. Rose, Jeff Wright
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
Data-driven pricing and analytics strategies are on the rise and offer promising outcomes for many companies.
02/05/2021 | By Ryan Decker, Dinesh Gauri
The companies that successfully reduce fiction for customers and enhance their shopping experience will roll forward into the future.
01/29/2021 | By Dinesh Gauri
The brands that best use technology to serve their customers’ needs are the brands that will thrive.
11/06/2020 | By Dinesh Gauri
The best way to look at the value students gain when pursuing a degree in marketing from the Walton College is to keep in mind that those students are growing in extremely rich soil and that results in several benefits to what they learn.
11/05/2020 | By Stephen Caldwell
In a world where reputation is everything, negative reviews can cause major harm.
10/02/2020 | By Ryan Decker, Dinesh Gauri
As a result, processual theory has become a mainstay of TCR research because it accounts for an ever-changing society.
06/19/2020 | By Jeff L. Wright, Jeff Murray
Really understanding marketing and using that knowledge every day is essential to growth and continued success.
03/18/2020 | By Mark Zweig
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