What makes a political ad effective? Are positive campaign ads better than negative ones? Should ads be more or less pushy? According to new research, the answer to all of these questions is a ...

Traditional advertisements—think mid-century magazine pages and infomercials—make a fairly straightforward appeal. Here is our product. These are its qualities. You can use it for this and this and ...

As a product manager first at Google, then Reddit and Pinterest, Tyler Odean knows a thing or two about the power of persuasion. The secret, he says, isn’t so much having a world-changing idea. It’s ...

To fully understand what persuasion is, it helps to begin with what it is not. Derek Rucker is a professor of marketing at Northwestern's Kellogg School of Management whose research focuses on ...