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Posts By Vikas Mittal

Coin Toss
7 months ago

Coin Toss

By  •  Giving

Some images feel like they’re flooding your living room: a frightened mother jammed into a motorboat, an elderly man clutching a sodden dog — the tiny huts swept into kindling on a remote island. Who in the family turns off the TV? Who calls the charity hotline in the neighboring state? And who pulls out a credit card to help someone on the other side of the world? Rice Professor Vikas Mittal says the answer has to do with gender.

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No Place Like Home
7 months ago

No Place Like Home

By  •  Marketing

It feels great to buy local. So great that American consumers will pay more to have that feeling reinforced – even when it’s artificially induced by researchers or marketers.

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Making Beautiful Music
12 months ago

Making Beautiful Music

By  •  Customer-Based Strategy

You gotta know the territory, sang the salesman in Meredith Willson’s classical show, “The Music Man.” You gotta know your customers, too, according to a recent study, because repeat business often depends less on what the customer thinks of the product–and more on what she thinks of the people behind it.

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