PhD, Faculty & Research
Discovery: Research Impact
Finance and Accounting
Rotterdam School of Management, Erasmus University
Logo of Rotterdam School of Management, Erasmus University
The following articles contain the tag:
40 results on Discovery
Identifying strong brands in the brain
Marketeers no longer only have to rely on what consumers tell them about brand perception. We can now see it in the brain.
Consumer product reviews: more believable when writers get paid more
Consumers put greater trust in online reviews when the reviewer is paid well or not at all.
Controlling the Uncontrollable – The Advertising Tug-of-War
Consumers cannot control the effects visual advertising has on them - even when making a conscious effort to change this.
Why some brands lose their value after an acquisition
An acquisition can undermine brand identity and popularity with consumers. Keeping the founders on board helps. Research by Elisa Maira.
Sustainable – but ‘disgusting’ – products become more attractive in a second language
Insect cookies, artificial meat and recycled water sound less repulsive to consumers when presented in a second language.
World Science Day: why business researchers now make brain scans
Business schools do a surprising amount of brain research! To celebrate world science day. Here's an overview of recent RSM studies.
Brain activity can forecast success of crowd-funded projects
Brain scans, performed on a small number of people, can forecast if crowd-funded projects will be successful, weeks or even months later.
How to identify the most effective influencers in social networks
Social influencers can help with spreading new ideas through networks. Researcher Xi Chen discovered how to select the most effective ones.
Why saying ‘Sorry’ is more effective than an expensive gift
Gifts are ineffective as an apology. Brands should not market their products as apology gift. Research by Laura Straeter.
How retailers can influence the walking speed of customers
Floor markers can help retailers to influence how fast a customer walks through their shop. Research by Bram Van den Bergh
Brain scans reveal what makes a TV advert effective
Adverts are most effective when they highlight a product’s functional benefits, but also trigger the viewer’s imagination.
Who benefits when a brand disappears?
How do loyal customers react when a brand or product is no longer on sale? And how can remaining brands benefit from such exits?
Bias makes every forecaster either a ‘smoother’ or a ‘chaser’
There are two types of personal style for forecasters: ‘smoothers’ and ‘chasers’. How can the company overcome their biases?
Using scent to lift customers’ moods
Strong scents brighten shoppers' attitudes and open wallets. The right scent at the right intensity can increase sales by nearly a third.
Listen to RSM Discovery podcasts
RSM Discovery now available as podcasts. Subscribe to our stream in your favourite podcast player on Apple, Android or Windows Phone.
Tame the desire: tell yourself you can have it ‘some other time’
Give in to temptation - but tell yourself later! Research by Nicole Mead shows denying cravings can be counterproductive.
When and why consumers prefer products from user-driven firms
Involving customers in your product design can be an effective strategy.
For better sales forecasts, reward those that get it right
For more accurate sales predictions, let all departments produce a joint forecast and reward them for being right.
From viral video to pandemic: how information spreads through networks
PhD researcher WouterVermeer explains how knowledge spreading through businesses can be better managed.
How to connect with culturally diverse consumers
How can you connect with consumers in ethnic minority groups?