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What's the Value of a Like
John, Leslie K.; Mochon, Daniel; Emrich, Oliver; Schwartz, JanetArticle HBS-R1702H-EMarketingBrands spend billions of dollars a year on lavish efforts to establish and maintain a social media presence. But do those campaigns actually increase revenue? New research provides an answer to this question, which has vexed marketers ever since social media burst upon the scene. In a series of experiments, the researchers tested four increasingly interactive ways in which Facebook might affect customers' behavior. First, they explored whether li...Starting at €8.20
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Ads That Don't Overstep
John, Leslie K.; Kim, Tami; Barasz, KateArticle HBS-R1801C-EMarketingData gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies tracking every click, companies can now gain unprecedented insight into individual consumers and target them with tailored ads. But when this practice feels invasive to people, it can prompt a strong backlash. Marketers today need to understand where to the draw the line. The good news is that psyc...Starting at €8.20
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The Surprising Power of Questions
Brooks, Alison Wood; John, Leslie K.Article HBS-R1803C-EKnowledge and CommunicationMuch of an executive's workday is spent asking others for information--requesting status updates from a team leader, for example, or questioning a counterpart in a tense negotiation. Yet unlike professionals such as litigators, journalists, and doctors, wStarting at €8.20
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How to Negotiate with a Liar
John, Leslie K.Article HBS-R1607J-EStrategyPeople, including negotiators, lie every day, so when you're trying to make a deal, it's important to defend against deception. The best strategy, says the author, is to focus not on detecting lies but on preventing them. She outlines five tactics that research has shown to be effective: (1) Encourage reciprocity. You can build trust and prompt other parties to disclose strategic information by sharing information yourself. (2) Ask the right ques...Starting at €8.20