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Yakov Bart in the Press

Yakov Bart for Northeastern Global News

Netflix, Disney+ and most streamers are hiking their prices. Will customers stick around?
A blurred image of streaming service logos.

Netflix, Disney+ and most streamers are hiking their prices. Will customers stick around?

Due to inflation, streaming services have substantially raised rates, but will customers continue to stay loyal?
Mega Millions surpasses $1 billion again. Why are there so many big jackpots?
A hand holding a Mega Millions ticket with several other Mega Millions tickets in the background.

Mega Millions surpasses $1 billion again. Why are there so many big jackpots?

Friday's jackpot has reached $1.25 billion, making this the fifth time Mega Millions has surpassed $1 billion.
‘The brand became the verb.’  Why the blue Twitter bird worked—until it didn’t
blue twitter logo on black background

‘The brand became the verb.’  Why the blue Twitter bird worked—until it didn’t

Marketing and social media experts explain the iconic logo’s impact on the web and why Elon Musk may have no choice but to change it.
Do movies need trailers? What Studio Ghibli releasing animation legend Hayao Miyazaki’s last film with zero marketing can teach us
headshot of Hayao Miyazaki

Do movies need trailers? What Studio Ghibli releasing animation legend Hayao Miyazaki’s last film with zero marketing can teach us

This week the last film from Hayao Miyazaki, “How Do You Live?”, will hit theaters in Japan. Will Studio Ghibli’s anti-marketing plan work?
Racial diversity in TV commercials can backfire if not seen as genuine, new study finds

Racial diversity in TV commercials can backfire if not seen as genuine, new study finds

TV commercials are seen as more authentic when racial diversity is consistently taken into account, Northeastern researchers report.
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.