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Marketing Insights

Pictured: A collage on a white background that shows screenshots of social media text that notifies users of disabled comments. One line of text reads "0 comments", another line of text reads :comments on this post have been limited". These screenshots are meant to showcase different ways that influencers may disable social media comments.

I Don’t Want to Hear From You: Disabling Social Media Comments, Consumer Voice, and Influencer Engagement

New research out of Vanderbilt Business explores the relationship between disabling social media comments and the persuasiveness and likability of public figures like celebrities and influencers
Pictured: A phone is set up on a tripod recording 2 people as part of their company's digital strategies for 2024.

Digital Marketing Strategies in 2024

Vanderbilt Business’ Jen Riley shares 3 ways large corporations and small businesses can gain an edge with digital marketing strategies in 2024
McDonald's fountain drinks, sometimes offered under the "any size, same price" promotion

Make it a Large? Soft Drinks, Any Size, Same Price

Any Size, Same Price” strategies on soft drink consumption with Vanderbilt Business Consumer Behavior Expert, Kelly Haws
flash sale

Should Retailers Reconsider Online Flash Sales?

New research from Kelly Goldsmith offers insight into the effectiveness of flash sales for online retailers

Can a Product be Too Pretty to Use?

Vanderbilt consumer behavior expert, Freeman Wu, explains how enhanced product aesthetics impact consumption
Daily Crunch, Small Business

How a Nashville Startup Used Marketing to Survive COVID-19

Kelly Goldsmith partners with Daily Crunch Head of Marketing and Brand Strategy, M’Kenzie Steel (MBA’21), to study the company’s resilient marketing

Liquid Death Wish: Taking Metal Mainstream

Liquid Death has enjoyed remarkable success throughout its short life. Founded in 2017 by Netflix veteran and punk rock/metal musician Mike Cessario, the canned water company can be found in over 29,000 stores throughout the U.S. It has raised millions in venture capital funding and secured lucrative partnerships with companies like Live Nation Entertainment. Much […]
Kendall Jenner hands a police offer a Pepsi in the cringe 2017 ”Live for Now” advertisement campaign.

The Worth of Cringe

Vanderbilt Consumer Behavior Expert explains cringe, its implications on brands, and ways brands can avoid ‘cringeworthy’ campaigns
Pictured: A retail display with "Black Friday" in black and red letters. Above the letters, there are black balloons with "sale" in white. Displays like this are used to catch the eyes of shoppers wanting to save money.

How Can I Save Money This Holiday Season?

Kelly Goldsmith, a Consumer Behavior Expert out of Vanderbilt Business, offers 3 tips to help shoppers save money as retailers bring on the bargains this holiday season
Healthy Eating Image

Eat Healthy and Enjoy Every Bite: 3 Tips for Enjoying Festive Feasts

Kelly Haws, a Food Decision-Making and Consumer Behavior Expert out of Vanderbilt Business, offers 3 tips to help you eat healthy throughout the holiday season

Nostalgia Can Ruin Consumers’ Appetite for Automated Products. How Should Marketers Respond?

Steve Hoeffler explores ways that marketers may combat negative associations of automated products

How Do We Define Healthy Eating?

New research from Vanderbilt’s Kelly Haws explores the relationship between consumer perceptions and eating habits

How Personality Disorder Symptoms Can Affect Purchasing Behavior

New Vanderbilt Research identifies buying preferences and clinical consumer psychology for consumers with Histrionic Personality Disorder.

How Do Psychological Disorders Affect Consumer Behavior, and How Should Marketers Respond?

Vanderbilt Consumer Behavior Expert proposes new area of research at the intersection of clinical psychology and marketing
rupauls drag race

Which Network is Right for RuPaul’s Drag Race?

New Vanderbilt Business case study designed with DEI in mind