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Yakov Bart in the Press

Yakov Bart for Northeastern Global News

How should investors deal with market volatility caused by COVID-19? (Spoiler: Wait it out.)

How should investors deal with market volatility caused by COVID-19? (Spoiler: Wait it out.)

Reacting to the worldwide instability stemming from the COVID-19 pandemic, the stock market has plunged into bear market territory following the worst day for the market since "Black Monday" in 1987. But don’t let your emotions influence your financial decisions, says Yakov Bart, associate professor of marketing.
Was that controversial ‘Grace in Boston’ Peloton ad designed to create buzz?

Was that controversial ‘Grace in Boston’ Peloton ad designed to create buzz?

In the wake of a Peloton commercial that provoked a tidal wave of backlash, a new theory has emerged: The company intentionally made a controversial commercial in order to create buzz. Not so fast, says Yakov Bart, an associate professor of marketing at Northeastern.
New study led by Northeastern University researcher finds first-time investors are better off picking stocks at random
A new study co-authored by Yakov Bart, an associate professor of marketing at Northeastern, finds that first-time investors are failing to diversify their assets, and thus putting themselves at greater financial risk. These investors may be better off, he says, picking stocks at random instead. Photo by iStock

New study led by Northeastern University researcher finds first-time investors are better off picking stocks at random

A new study co-authored by Yakov Bart, an associate professor of marketing at Northeastern, finds that novice investors are failing to diversify their assets, thereby opening themselves up to greater financial risk. These investors may be better off, he says, picking stocks at random instead of going all in on one sector.
What made Bird Box so popular?

What made Bird Box so popular?

The answer, says Yakov Bart, an associate professor of marketing at Northeastern, is in the memes.
These students say that learning Russian will take you places. Maybe even to Mars.

These students say that learning Russian will take you places. Maybe even to Mars.

Students and faculty in the Russian language program at Northeastern are working to bridge the gap between Russia and the United States.
The business of ‘unicorn food’

The business of ‘unicorn food’

As a brand, capitalizing on an emerging trend without appearing like someone’s aunt joining Facebook is a delicate balance. It requires having the right tools in place as well as an understanding of social media trends, said marketing professor Yakov Bart. Case in point: “unicorn food.”
Tier 1 grant program spurs interdisciplinary research collaborations

Tier 1 grant program spurs interdisciplinary research collaborations

How do non-violent urban communities of people build strong networks of social resilience in the face of violence and conflict? The answer cuts to the core of professors Thomas Vicino and Dietmar Offenhuber’s interdisciplinary research. They’ve teamed up to examine one of Rio de Janeiro’s favelas, City of God, where they say residents have not […]
Brand identity, Trump boycotts, and social media backlash

Brand identity, Trump boycotts, and social media backlash

Many retailers and CEOs are facing difficult decisions amid a politically charged environment and mounting pressure to drop Trump products. Here, two Northeastern business professors examine the impact of boycotts and social media backlash as well as how companies and top executives react to social influence.
3Qs: The cat-and-mouse game of blocking digital ads

3Qs: The cat-and-mouse game of blocking digital ads

If you were using Facebook on a desktop last week, you may have noticed that your ad-blocking software was being blocked. That was a move by Facebook. We asked two Northeastern professors to explain how new strategies and technologies are changing the digital landscape for users, content providers, and advertisers.
3Qs: Social media and the success of viral campaigns

3Qs: Social media and the success of viral campaigns

With news last week that money raised by the Ice Bucket Challenge helped fund breakthroughs in ALS research, we asked assistant professor of marketing Yakov Bart how social media has helped to elevate successful viral campaigns, and why Snapchat could be the future platform for those campaigns.