Insights From

Tami Kim

Identity-Based Alienation: How Marketing Can Backfire

What if a product is marketed to you based on one part of your identity? What if you consider that identity marginalized or the marketing is based on a stereotype, whether good or bad? In new research, a Darden expert examines when identity-based appeals are effective — and the importance of really knowing your customer.

Keeping Score: The Effects of Rating Customers

Customer ratings systems can provide valuable data to firms, identifying customers they don’t want to keep, motivating others to behave well and even safeguarding the well-being of employees. But just as poor customer behavior affects the poor ratings they get, do those ratings in turn affect their behavior — or misbehavior?

A Premium on Time, a Premium Experience

When time is short, do we look for convenient experiences that fit in with our busy lives — or special experiences with the people in our lives? New research shows that limited time leads people to search out memorable, extraordinary experiences with others, whether they are new friends, work colleagues, romantic partners or other loved ones.

2020 Election: The Future of Online Privacy

With the 2020 presidential election season in full swing, Facebook faces a big test. Will the social media giant repeat the mistakes of 2016, when Russian propagandists used the site to target American voters, and Cambridge Analytica, a political firm with ties to the Trump campaign, obtained millions of users’ data without their knowledge?

Diagnosing Discrimination in Your Company’s Customer Service

Eliminating discrimination from customer service has been historically difficult, even for organizations with stellar service reputations. Is there a way for companies to better identify their breakdowns and eliminate discrimination from the fast food drive through to the hotel lobby?

Let’s Take a Vote (or Maybe Not)

Companies use voting to engage customers and create buzz. The practice can spark innovation, lower product development costs and increase speed to market. But this kind of engagement can also lead to consumer expectations … and the British public voting to name a $280 million ship “Boaty McBoatface.” How can savvy organizations avoid this trap?

How We Get Others Wrong

We may be proud of our own interests as well-rounded and complex, but when it comes to others, we’re quick to assume a narrow spectrum of tastes. Professor Tami Kim explains why this matters in a range of situations, whether companies are marketing to consumers or physicians are consulting on life-or-death matters.

Is Venmo Making You Less Likable?

What's the value of 10 cents in terms of friendship? It could be more than you think. Applications like Venmo may add ease to life and precision, but sometimes that precision implies pettiness, making relationships feel transactional. Here's the research behind it.