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What Marketers Are Talking About - October 2015


VIDEO
Consumer experience in the Internet of Things
What awaits us as consumers interact with smart objects, and smart objects interact with each other? Pioneering researcher Donna Hoffman offers her views.
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REPORT
The role of paid, earned, and owned media in building brands
Mitchell Lovett and Richard Staelin offer new evidence based on individual-level data for an entertainment brand.
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ARTICLE
Advertising and sports events 
Does it pay off to invest in advertising around major sports events? (From Empirical Generalizations about Marketing Impact)
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ARTICLE
How likeable moments drive video sharing
Insights on how marketers can improve their predictions of which ads are most likely to hit the viral jackpot
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REPORT
Does word of mouth always help consumers make better choices? 
Grant Packard and Jonah Berger find that less knowledgeable consumers may be disproportionately persuasive.
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ARTICLE
Consumers choose differently when looking up versus down 
“Big picture” versus “up close” views influence processing and product choice
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