Consumer fears of losing autonomy hinder smart-product adoption and use. But there are ways to boost customer control.
Jenny Zimmermann, Jonas Görgen, Emanuel de Bellis, Reto Hofstetter, and Stefano Puntoni
As consumers purchase access to goods rather than the goods themselves, their connections to brands will change.
Carey K. Morewedge
Latia Curry outlines the steps a brand should take to communicate their values to customers.
Latia Curry and Elizabeth Heichler
With the advent of digitization and the App economy, the frontiers of customization are expanding further.
Mohan Subramaniam, Bala Iyer, and Gerald C. Kane
Social media as a tool for brand promotion has its drawbacks, but a sound strategy can lead to business rewards.
Jay I. Sinha
How much choice do people really want? Default rules, which establish decision-making starting points, can help.