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Skip to content Kellogg Insight slider close-thin logo Kellogg School of Management at Northwestern University Business Insights Data Analytics Entrepreneurship Finance & Accounting Innovation Marketing Operations Organizations Strategy Leadership & Careers Careers Leadership Social Impact Policy & the Economy Economics Healthcare Policy Politics & Elections Podcast & More Webinars eBooks Podcast Insight UnpackedThe Insightful LeaderNewsletter search search DEREK D. RUCKER SANDY & MORTON GOLDMAN PROFESSOR OF ENTREPRENEURIAL STUDIES IN MARKETING; PROFESSOR OF MARKETING; CO-CHAIR OF FACULTY RESEARCH Kellogg Faculty Page → PODCAST: HOW SHOULD YOU PRESENT YOURSELF AT WORK? BE YOURSELF! NO, NOT LIKE THAT. ON THIS EPISODE OF THE INSIGHTFUL LEADER, WE HELP YOU NAVIGATE THE COMPETING ADVICE ABOUT HOW MUCH TO SHARE AND HOLD BACK. Researchers: Ellen Taaffe and Derek D. Rucker January 17, 2024 A BETTER WAY TO MEASURE CUSTOMERS’ WILLINGNESS TO PAY DETERMINING WHAT CUSTOMERS WILL SPEND ON YOUR PRODUCT IS ONE OF MARKETING’S OLDEST CHALLENGES. BUT “CURRENT METHODS DON’T CONSIDER CONTEXT AND COMPETITION THE WAY THEY SHOULD.” Researchers: Sharlene He, Eric T. Anderson and Derek D. Rucker December 1, 2023 Marketing MARKETERS, DON’T BE TOO HASTY TO ACT ON DATA DON’T LIKE THE TRENDS YOU’RE SEEING? IT’S TEMPTING TO TAKE IMMEDIATE ACTION. INSTEAD, CONSIDER A HYPOTHESIS-DRIVEN APPROACH TO SOLVING YOUR PROBLEMS. Researchers: Derek D. Rucker and Aparna Labroo March 8, 2023 Marketing TAKE 5: HOW FEAR INFLUENCES OUR DECISIONS OUR ANXIETIES ABOUT THE FUTURE CAN HAVE SURPRISING IMPLICATIONS FOR OUR HEALTH, OUR FAMILY LIVES, AND OUR CAREERS. Researchers: Chethana Achar, David A. Matsa, Derek D. Rucker, Dimitris Papanikolaou, Cynthia S. Wang, Gregory Carpenter and and coauthors February 23, 2023 Marketing TAKE 5: THE SURPRISING WAYS EMOTIONS SHAPE CONSUMER BEHAVIOR COMPANIES, TAKE NOTE—EMOTIONS LIKE ANGER, FEAR, AND ANTICIPATION CAN IMPACT WHAT ENDS UP IN CONSUMERS’ SHOPPING CARTS. Researchers: Michal Maimaran, Gregory Carpenter, Aparna Labroo, Derek D. Rucker, Matthew D. Rocklage, Loran Nordgren and and coauthors November 9, 2022 Marketing WHY ARE SUPER BOWL ADS A SPECTATOR SPORT? WITH THE BIG GAME COMING UP, MANY FANS ARE GEARING UP... TO WATCH BRANDS GO TOE-TO-TOE Researchers: Derek D. Rucker February 3, 2022 Marketing THE INTERNET IS AWASH IN POSITIVE PRODUCT RATINGS. HERE’S HOW TO DECIPHER THE GOOD FROM THE GREAT. FORGET STARS AND NUMERIC RATINGS: A REVIEW’S LANGUAGE OFFERS BETTER CLUES TO A PRODUCT’S QUALITY AND LIKELY SUCCESS. Researchers: Matthew D. Rocklage, Derek D. Rucker and Loran Nordgren December 1, 2021 Marketing TAKE 5: HOW TO BECOME AN EXPERT IN SOMETHING NEW TURNS OUT, THERE’S A “SPECIAL SAUCE” THAT CAN HELP YOU GET THERE. BUT EXPERTISE CAN ALSO COME WITH A CURSE. Researchers: Jan A. Van Mieghem, Brian Uzzi, Luis Rayo, Lu Liu, Jillian Chown, Dashun Wang, Matthew D. Rocklage, Derek D. Rucker, Loran Nordgren and Steven Franconeri October 25, 2021 Careers 7 SINS OF THE CREATIVE BRIEF WHY HAVING A BAD CREATIVE BRIEF—OR NO BRIEF AT ALL—CAN SINK AN ADVERTISING CAMPAIGN. Researchers: Derek D. Rucker and Kevin McTigue September 29, 2021 Marketing EXPERTISE CAN BE A BUZZKILL BECOMING A SUBJECT-MATTER EXPERT COULD DIM YOUR PASSION FOR THE THINGS YOU LOVE. Researchers: Matthew D. Rocklage, Derek D. Rucker and Loran Nordgren September 1, 2021 Marketing 3 MISTAKES BRANDS MAKE WHEN TARGETING CUSTOMERS HOW TO AVOID COMMON PITFALLS LIKE THE “POPULAR KID TARGET” AND OTHER ADVICE FROM THE AUTHORS OF THE FORTHCOMING BOOK, THE CREATIVE BRIEF BLUEPRINT. Researchers: Kevin McTigue and Derek D. Rucker July 16, 2021 Marketing WHEN DO PEOPLE TAKE HUGE RISKS? AS A SPECIES, WE’RE CAUTIOUS … EXCEPT WHEN THE STAKES ARE LIFE-ALTERING. Researchers: David Gal and Derek D. Rucker February 4, 2021 Marketing HOW ANTICIPATION WARPS OUR SENSE OF TIME HERE’S WHY THAT TRIP TO DISNEYLAND—OR TO THE DENTIST—SEEMS TO TAKE AGES, BUT THE RETURN TRIP FEELS MUCH FASTER. Researchers: Zoey Chen, Ryan Hamilton and Derek D. Rucker September 1, 2020 Marketing WHEN DO WE IDENTIFY WITH THE BAD GUY? WHAT STARTED AS RESEARCH INTO CONSUMER PSYCHOLOGY LED TO DEEPER QUESTIONS ABOUT HUMAN NATURE. Researchers: Rebecca J. Krause and Derek D. Rucker March 2, 2020 Marketing STORIES CAN BE POWERFUL PERSUASIVE TOOLS. BUT IT’S IMPORTANT TO UNDERSTAND WHEN THEY CAN BACKFIRE. NEW RESEARCH REVEALS WHY SOMETIMES STICKING TO THE FACTS IS YOUR BEST BET. Researchers: Rebecca J. Krause and Derek D. Rucker October 8, 2019 Marketing TAKE 5: HOW TO KICKSTART A SUCCESSFUL CAREER YOUNG PROFESSIONALS, SMART DECISIONS NOW WILL OPEN DOORS FOR YOU IN THE FUTURE. Researchers: Derek D. Rucker, Carter Cast, Sally Blount, William "Chip" Horn and Neal J. Roese May 13, 2019 Careers HOW (NOT) TO CHANGE SOMEONE’S MIND PSYCHOLOGISTS HAVE FOUND TWO PERSUASION TACTICS THAT WORK. BUT PUT THEM TOGETHER AND THE MAGIC IS LOST. Researchers: Rhia Catapano, Zakary Tormala and Derek D. Rucker March 1, 2019 Marketing WHY WE CAN’T ALL GET AWAY WITH WEARING DESIGNER CLOTHES IN CERTAIN PROFESSIONS, LUXURY GOODS CAN SEND THE WRONG SIGNAL. Researchers: Christopher Cannon and Derek D. Rucker January 2, 2019 Marketing VIDEO: HOW TO RESTORE TRUST WHEN IT’S BEEN BROKEN PLUS, A WAY TO ENCOURAGE ETHICAL BEHAVIOR TO AVOID BREACHES IN THE FIRST PLACE. Researchers: Miao Hu, Derek D. Rucker, Adam D. Galinsky and Cecily Cooper November 12, 2018 Leadership TAKE 5: FINE-TUNING YOUR POWERS OF PERSUASION FROM UNDERSTANDING POWER DYNAMICS TO TELLING A MEMORABLE STORY, HERE’S HOW TO SELL YOUR IDEAS. Researchers: Loran Nordgren, Derek D. Rucker, Mitchell A. Petersen and Kent Grayson November 7, 2018 Leadership TAKE 5: WHAT SCIENCE SAYS ABOUT YOUR SUMMER VACATION KELLOGG FACULTY EXPLORE THE PSYCHOLOGY AND ECONOMICS OF COMMON TRAVEL CONUNDRUMS. Researchers: Achal Bassamboo, Kent Grayson, Thomas N. Hubbard, Maryam Kouchaki, Martin Lariviere and Derek D. Rucker July 3, 2018 Economics TRYING TO BE PERSUASIVE? HERE’S WHAT YOU ARE LIKELY DOING. A STUDY OF PRODUCT REVIEWS SHOWS HOW OUR WORD CHOICES CHANGE WHEN WE’RE TRYING TO SWAY OTHERS. Researchers: Matthew D. Rocklage, Derek D. Rucker and Loran Nordgren March 1, 2018 Marketing PODCAST: HOW MUSIC CAN CHANGE OUR MOOD A BROADWAY SONGWRITER AND A MARKETING PROFESSOR DISCUSS THE CONNECTION BETWEEN OUR FAVORITE TUNES AND HOW THEY MAKE US FEEL. Researchers: Derek D. Rucker, Loran Nordgren and Kris Kukul February 10, 2018 Marketing THE SCIENCE BEHIND WORD-OF-MOUTH RECOMMENDATIONS IN THE AGE OF YELP, TWO NEW STUDIES EXPLORE WHY WE OFFER ADVICE AND HOW IT SPREADS. Researchers: Sara Soderstrom, Brian Uzzi, Derek D. Rucker, James H. Fowler, Daniel Diermeier, Alessandro M. Peluso, Andrea Bonezzi and Matteo De Angelis November 2, 2017 Marketing TAKE 5: HOW POWER DYNAMICS SHAPE OUR BEHAVIOR POWER—OR THE LACK OF IT—IMPACTS EVERYTHING FROM SNACK CHOICES TO ECONOMIC GROWTH. Researchers: Derek D. Rucker, Loran Nordgren, Adam Waytz, Benjamin F. Jones and Brayden King September 7, 2017 Organizations TAKE 5: HOW LEADERS CAN STAMP OUT BAD BEHAVIOR AND CREATE A CULTURE OF INTEGRITY PRACTICAL TIPS TO REIGN IN AN UNETHICAL BOSS AND ENCOURAGE EMPLOYEES TO DO THE RIGHT THING. Researchers: Maryam Kouchaki, Derek D. Rucker, J. Keith Murnighan, Paola Sapienza, Dylan Minor and Nicola Persico March 6, 2017 Leadership HOW TO HELP PREVENT THE POWERFUL FROM ABUSING THEIR PRIVILEGE HIGH EXPECTATIONS FOR ETHICAL BEHAVIOR CAN KEEP POWERFUL PEOPLE IN LINE. Researchers: Miao Hu, Derek D. Rucker and Adam D. Galinsky September 6, 2016 Leadership UNDERSTANDING POWER DYNAMICS WILL MAKE YOU MORE PERSUASIVE HOW POWERFUL YOU FEEL AFFECTS THE MESSAGES YOU CONVEY—AND THE ONES YOU WANT TO HEAR. Researchers: David Dubois, Derek D. Rucker and Adam D. Galinsky August 1, 2016 Marketing SOCIAL CLASS AFFECTS WHY WE LIE THE POWERFUL ARE MORE LIKELY TO LIE FOR THEIR OWN BENEFIT, AND THE POWERLESS TO HELP OTHERS. Researchers: Derek D. Rucker, Adam D. Galinsky and David Dubois January 5, 2015 Leadership WHAT DONORS NEED TO HEAR TO OPEN THE CHECKBOOK INSIGHTS FROM MARKETING ON HOW CHARITIES CAN GROW BY APPEALING TO DIFFERENT KINDS OF DONORS. Researchers: Kelly Goldsmith, Aparna Labroo, Angela Y. Lee and Derek D. Rucker December 1, 2014 Marketing PUMP UP THE JAMS AND FEEL POWERFUL THE RIGHT BACKGROUND MUSIC CAN AFFECT HOW YOU CONSTRUE INFORMATION AND YOUR WILLINGNESS TO TAKE INITIATIVE. Researchers: Dennis Hsu, Li Huang, Loran Nordgren, Derek D. Rucker and Adam D. Galinsky August 4, 2014 Leadership POWERING THROUGH THE INTERVIEW A POWERFUL MINDSET CAN HELP APPLICANTS LAND THE JOB Researchers: Joris Lammers, David Dubois, Derek D. Rucker and Adam D. Galinsky November 4, 2013 Leadership ANSWERING UNASKED QUESTIONS IDENTIFYING BIAS IN CONSUMER SURVEYS AND COMPENSATING FOR IT Researchers: David Gal and Derek D. Rucker April 2, 2012 Marketing BUY BIGGER, FEEL MORE POWERFUL COMPENSATING FOR POWERLESSNESS THROUGH PURCHASES Researchers: David Dubois, Derek D. Rucker and Adam D. Galinsky April 2, 2012 Marketing GENEROUS PAUPERS AND STINGY PRINCES? POWER AND CONSUMER SPENDING Researchers: Derek D. Rucker, David Dubois and Adam D. Galinsky October 18, 2010 Marketing DESIRE TO ACQUIRE POWERLESSNESS AND COMPENSATORY CONSUMPTION Researchers: Derek D. Rucker and Adam D. Galinsky April 5, 2010 Marketing BALANCE IN ADVERTISING TAILORED MARKETING MESSAGES CAN COUNTER CONSUMERS’ NEGATIVE EMOTIONS Researchers: Aparna Labroo and Derek D. Rucker December 1, 2009 Marketing WHAT’S IN A MESSAGE FRAME? SHARING THE GOOD AND THE BAD LEADS TO MORE PERSUASIVE MESSAGING Researchers: Derek D. Rucker, Richard E. Petty and Pablo Briñol May 1, 2009 Marketing EMOTION AND CONSUMER BEHAVIOR CAN ANGER MAKE US CHOOSE A HIKING TRIP VACATION? Researchers: Derek D. Rucker and Richard E. Petty July 1, 2008 Marketing Links * About Us * Faculty & Research Translations * Deutsch * Español * 中文 * Português Follow * LinkedIn * Twitter * Facebook * RSS Feed Contact * 2211 Campus Drive, Evanston, IL 60208 * insight@kellogg.northwestern.edu * 847-491-3300 Newsletter Signup © Kellogg School of Management, Northwestern University. All Rights Reserved. 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