marketing

Aerial view of Raymond James Stadium, site of Super Bowl LV between The Tampa Bay Buccaneers and the Kansas City Chiefs on January 31, 2021. Credit: mpi34/MediaPunch /IPX

It’s cuddles—not controversy—for many Super Bowl advertisers this year

Once the domain of envelope-pushing sight gags or scantily-clad women noshing burgers, Super Bowl ads will likely focus on nostalgia and feel-good messaging this year as businesses seek to minimize risk during the pandemic, says Northeastern associate professor of marketing Yakov Bart.

by Hillary Chabot February 6, 2021

Jennifer Alajandro wears a facemask as she cleans and disinfects a booth at Silver Diner in Washington on June 22, 2020. The nation's capitol AP Photo by Carolyn Kaster

How has COVID-19 transformed the ‘forgotten front line’?

How has the disease affected the people who work in grocery stores, hotels, or restaurants? Paul Fombelle, associate professor of marketing at Northeastern, considers these employees the “forgotten front line,” and seeks to learn more about how their jobs and lives have changed over the last six months.

by Molly Callahan October 14, 2020

Here’s why COVID-19 panic makes you want to stock up on toilet paper

Does being fully stocked on groceries make you feel better about the state of the world? You aren’t alone, says Alexander DePaoli, an associate professor of marketing. Amid the anxiety from COVID-19, stockpiling supplies might make us feel more in control, he says.

by Kaitlyn Budion April 7, 2020

Trader Ashley Lara works on the floor of the New York Stock Exchange on Feb. 5, 2020. AP Photo/Richard Drew, File

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.

by Kaitlyn Budion March 13, 2020

Photo by Matthew Modoono/Northeastern University

So how do you sell recreational marijuana?

Booming sales and the piecemeal legality of both recreational and medical marijuana use in the United States have created a novel marketplace that is ripe for study by marketing scholars, says Northeastern assistant professor Keith Smith.

by Molly Callahan January 15, 2020

New research shows that angry customers stick to their goals, which “can actually lead them to make better decisions, easier decisions, and more satisfying decisions,” says Alexander DePaoli, an associate teaching professor of marketing at Northeastern who co-authored the research.

Buy angry. Be happy.

New research shows that anger makes customers stick to their goals—and that “can actually lead them to make better decisions, easier decisions, and more satisfying decisions,” says Alexander DePaoli, an associate teaching professor of marketing at Northeastern who co-authored the research.

by Aria Bracci August 15, 2019

‘It’s just such a rush of adrenaline performing in front of a crowd that I absolutely love’

By night and weekend, Kelsey Zimmerer practices and performs as a New England Patriots cheerleader. By day, she is the marketing director at a Boston-based startup that designs custom clothing for men. She’ll be cheering on the field on Sunday when the Patriots face the Los Angeles Chargers in the divisional round of the NFL playoffs.

by Greg St. Martin January 11, 2019

“Consumers look to their peers before making purchasing decisions, which is why earned social media is so valuable,” said marketing professor Koen Pauwels. Photo by Adam Glanzman/Northeastern University

When it comes to social media, consumers trust each other, not big brands

It’s well known that the vast majority of America’s largest corporations use social media platforms to boost their brands, especially Twitter, Facebook, and YouTube.

by Jason Kornwitz September 18, 2017

United Airlines is facing a public relations crisis after security officers dragged a 69-year-old doctor off an overbooked flight from Chicago on Sunday. Photo by InSapphoWeTrust/Flickr

United’s PR crisis has ‘created opportunities’ for its competitors

United Airlines is facing a public relations crisis after security officers dragged a 69-year-old doctor off a flight from Chicago on Sunday. Professor Paul Fombelle, a marketing expert at Northeastern, says the fiasco has “created opportunities for its competitors to step up and show customers how much they value them as humans.”

by Jason Kornwitz April 13, 2017

Dave Gilboa, left, and Neil Blumenthal, co-founders and co-CEOs of Warby Parker. <i>Photo courtesy of Warby Parker</i>

Warby Parker co-CEOs to deliver Northeastern’s 2017 graduate commencement address

Dave Gilboa and Neil Blumenthal, co-founders and co-CEOs of the innovative lifestyle brand Warby Parker, will deliver Northeastern’s commencement address for the afternoon graduate ceremony on Friday, May 5, 2017, at Matthews Arena in Boston.

by Greg St. Martin April 10, 2017