What makes an ad go viral on YouTube?
Unlike expensive TV time, YouTube is free and has over 1 billion users. But how do you grab them with an enticing ad? One USC Marshall professor has a few tips.
How to win at gift-giving this holiday season
The quality of the gift matters, USC experts say; the size or cost of the item isn’t as important.
Pink for boys and blue for girls: the colorful history of things designed for kids
Whether it’s clothes, toys, books or schools, the designs tell students a lot about marketing and childhood.
How stores get you to buy more this holiday season and all year long
Now more than ever, retailers are doing everything they can to lure you in and persuade you to buy — in ways you probably don’t even notice.
Does Black Friday still matter? You might be surprised
Thanksgiving openings and a new role for Cyber Monday are just a few ways retailers are adapting to our changing shopping patterns.
Study surprise: Experiences (like vacations) win over material goods if credit is how you’re paying
It wasn’t always this way: USC Marshall research shows people now opt for the adventure rather than something that lasts, like a couch.
Our easy excuse to eat badly: Someone else is serving the food
USC Marshall research explains how being less involved with serving our own meals can lead to large portions.
Gift from global executive names World Bachelor in Business program
USC Marshall alum also establishes the Rob and Jane Malcolm Endowment to support the WBB program.
Old habits can affect the use of new products
USC study shows that consumers glom onto goods that fit neatly into established routines.
Trojan Power Couple Ilan Ben-Hanan and Sara Happ
Love makes the world of giving go ’round
USC Marshall team studies love, compassion, hope and pride, finding that only one of those emotions boosts charity for international causes.
What is it that makes the Super Bowl so super?
USC experts discuss why the big game brings us together — and have some advice for advertisers, too.
MBA students net top-level meetings with NBA, Nike
Trojans visit the Pacific Northwest, where they talk about the business behind sports.
USC Marshall master’s students meet the marketers
Top entertainment executives share strategies as part of a multipart career-development program.
Auto recalls hurt rival brands, too, USC Marshall study finds
Negative chatter about a recalled brand spills over to competitors who haven’t had recalls, researchers say.
The ‘Happy Meal effect’: Little bribes spark better eating habits
Giving consumers an incentive for choosing smaller meal portions means lower daily intake of calories, USC research finds.
Car buyers with a trade-in get a raw deal, study shows
Honesty may not be the best policy for buyers, USC Marshall research reveals.
NBA commissioner Adam Silver reviews his first year on the job
Pro basketball leader talk TV mega-deals, the league’s global growth and expanding mobile platforms.
Are you hungry? Best to eat first and shop later, study finds
A desire for food can affect seemingly unrelated behaviors (think ‘I want’), USC researcher says.
USC classes lift the curtain on Hollywood’s wheeling and dealing
Looks at talent transactions, movie marketing and much more give students a taste of what life is like beyond the industry’s glitz and glamour.
New marketing program focuses on customer loyalty
USC Marshall’s Master of Science in Marketing has interdisciplinary focus.
What makes a song really sing?
Marketing professor analyzes 55 years of chart-topping singles to gauge what separates a hit from a miss.
Conquering the world of custom apparel one T-shirt at a time
Two brothers and a colleague build a burgeoning company with help from the USC Viterbi Startup Garage.
Promoting love can punish sales
Highlighting relationships in advertising and promotions can have substantial negative consequences for sales, says a USC researcher.