Repeat Performance: Morphing the Web

Winner! An article by MIT professors John Hauser, Glen Urban and Michael Braun on matching content and “look and feel” of websites to cognitive styles has been named one of the 50 best scholarly management articles of 2009, winning an Emerald Management Reviews Citation of Excellence.

Co-authored with Guilherme Liberali of Brazil’s Universidade do Vale do Rio dos Sinos, “Website Morphing” was published in Marketing Science (Vol. 28, No. 2, March-April 2009).

Emerald Management Reviews is an abstracting and indexing database that covers business and management journals worldwide, including Marketing Science. Every article that appears in these titles is sent to independent subject experts for evaluation. “Website Morphing” was selected as one of the top 50 from the 15,000 articles they reviewed throughout 2009. The list of 50 is here.

The MIT authors, who are all professors of marketing at MIT Sloan School of Management, also wrote an article for managers based on this research for MIT Sloan Management Review. Called “Morph the Web To Build Empathy, Trust and Sales,” it appeared in the summer 2009 issue. It was co-authored with Liberali and Fareena Sultan, a professor of marketing at Northeastern University.

We’re pleased to highlight again our version of the winning story in honor of the citation.