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Marketing Faculty in the News

Georgetown University’s McDonough School of Business’s distinguished faculty members regularly provide thought leadership through various media outlets. They share research insights and commentary on business news.

  • New Solutions to Old Problems: Consumers Say They Will Switch Brands and Pay More

    A contributed article by Kurt Carlson, professor of marketing and director of the Georgetown Institute for Consumer Research: “As I have shown in previous posts about the Consumer Problem Survey (CPS) and the Problem-Driven Consumption Index (PDCI) the best way to predict consumption is to track problems. The need to solve a problem is what drives consumers to buy. However, what happens when consumers go to the marketplace and are unsuccessful in solving their problems? What if a consumer makes a purchase that does not fully satisfy his or her need? What if a consumer is looking for a new solution to an old, recurring problem?”


  • Why Millennials Are Afflicted With 'Early-Onset Nostalgia'

    “In terms of trends, what goes around, comes around,” said Marlene Morris Towns, professor at Georgetown University’s McDonough School of Business. “This generation is far more in touch with previous generations’ styles and tastes and there’s elements of a greater sense of discovery.”


  • Twitter on the Block? CEO's Departure Spurs Speculation

    “I'd be surprised to see Twitter get acquired by another company,” said Betsy Sigman, professor of social media and information systems at Georgetown University. Sigman said recent changes introduced to Twitter, such as the removal of a character limit in direct messages and the launch of the Periscope mobile app, could help the company.


  • And the Award Goes To…Instagram!

    “Trying to sell, posting something that looks like an ad, it’s a turn off,” says Marlene Morris Towns, teaching professor at Georgetown University’s McDonough School of Business. “You can have unknown people who end up being the biggest social media celebrities because they’re relatable or represent a lifestyle, as opposed to someone paid to do an airbrushed photoshoot.”


  • Univision Buys The Root, Signaling Key Shift in Media Power

    "If you look at Millennials, and Generation Y," says Marlene Morris Towns, a professor of marketing at Georgetown University, "they have a much more multicultural attitude. It's not like back when MTV played white music videos and BET played Black videos, and if you wanted to see either-or you have to switch channels."


  • Why You’re Better Off Going Alone Than Not At All

    In an op-ed, Professor of Marketing at Georgetown University’s McDonough School of Business Rebecca Hamilton and co-author Rebecca Ratner, professor of marketing at the Robert H. Smith School of Business at the University of Maryland, discuss their paper, “Inhibited from Bowling Alone," forthcoming in the Journal of Consumer Research.


  • The Unexpected Pleasure of Doing Things Alone

    A study in the Journal of Consumer Research gets at why most people are so reluctant to leave home and do fun things on their own. In a series of experiments, the University of Maryland’s Rebecca Ratner and Georgetown’s Rebecca Hamilton demonstrated that when it comes to going to the movies or to dinner, individuals consistently think they won’t enjoy themselves as much if they aren’t going with any of their friends.


  • Why You Should Really Start Doing More Things Alone

    Ratner has a new study titled 'Inhibited from Bowling Alone,' a nod to Robert Putnam's book about Americans' waning participation in group activities, that's set to publish in the Journal of Consumer Research in August. In it, she and co-writer Rebecca Hamilton, a professor marketing at the McDonough School of Business, describe their findings: that people consistently underestimate how much they will enjoy seeing a show, going to a museum, visiting a theater, or eating at a restaurant alone. That miscalculation, she argues, is only becoming more problematic, because people are working more, marrying later, and, ultimately, finding themselves with smaller chunks of free time.