Koen Pauwels in the Press
Pills, TikTok and weight-loss apps: the consumer-driven future of GLP-1s​
Similar to the marketing for erectile dysfunction drug Viagra, GLP-1 use will likely be increasingly touted as improving self-confidence, fitting in to desired clothes, and “living your best life,” said Koen Pauwels, marketing professor at Northeastern University.
This Anti-Immigrant Ad Is Making People Really Mad – And It’s Causing A Growing Movement
Koen Pauwels, a professor of marketing at Northeastern University, said this wide target is also its weakness, and it is “very unlikely” that boycotters will succeed in causing companies to notice and stop running ICE ads.
Marketplace
What happens when you bring digital ads into brick-and-mortar stores?
”What goes right at the checkout counter, where you’re waiting and you can impulsively grab something? Very often, that’s held by manufacturers, by brands,” said Koen Pauwels, a professor of marketing at Northeastern University.
The ‘Cancel Disney’ Movement Grew Powerful — And It Shows Why Protests Work
For a boycott to be successful, a targeted company needs to notice the boycott’s reputational and financial damage, said Koen Pauwels, a professor of marketing at Northeastern University.
Yes or No: It’s Smart to Launch a New Product in a Recession
“Obviously, figuring out the duration or intensity of a recession is not an exact science,” says Koen Pauwels, associate dean and distinguished professor of marketing at D’Amore-McKim School of Business at Northeastern University.
Marketplace
Amazon has started selling AI video ads. What does this mean for digital marketing?
Northeastern University professor Koen Pauwels, who worked with Amazon ads, said he’s less worried about the melting faces and extra fingers that often showed up in early AI videos, and more about them becoming forgettable.
Boston Herald
Pols & Politics: Gov. Healey touts WalletHub rankings. Reality is more complicated
Northeastern University Distinguished Professor of Marketing Koen Pauwels said rankings of any type — whether from WalletHub or elsewhere — are “never perfect,” but absent any better alternative, it could be one way to compare different states.
CBS News
Keller: Activist calls for “economic blackout” on Feb. 28. Will it make an impact?
“Very often boycotts do not actually lower the sales of the boycotted organization substantially,” says Distinguished Professor Koen Pauwels of Northeastern, an expert on online activism.
Marketplace
The advertising world is changing fast — mergers can help firms stay ahead of the curve
After 25 years in advertising, Northeastern University professor Koen Pauwels said the constant change keeps him young. “Every year we have new technology. We have new platforms that consumers engage with,” he said.
A chink in the NRA armor? Boycott against gun lobby’s business partners claims wins
Koen Pauwels, a marketing professor at Northeastern University who studies online consumer behavior, said the key will be if advocates can sustain the energy as they take on more difficult targets. “They shouldn’t rest on their laurels and say, ‘Hey, we made sure the NRA lost a little bit of money,’ ” he said. “That’s […]
