Search results for: david hagen

How Concepts From Psychology Could Have Avoided Peloton’s Problem

Dr. David Hagenbuch, Professor of Marketing, Messiah College, Author of Honorable Influence, Founder of MindfulMarketing.org  “If my husband gave me a Peloton for Christmas, I’d give him divorce papers.”  Such raw emotion has typified reactions to the spin cycle maker’s “Gift that Gives Back” commercial.  People are entitled to their opinions about the ad and Peloton can explain its position, but a few principles…

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Marketing Giving

  Dr. David Hagenbuch, Ethicist and Professor of Marketing, Messiah College, Author of Honorable Influence, Founder of MindfulMarketing.org  Black Friday, Small Business Saturday, Cyber Monday . . . the biggest shopping season of the year can excite even the most apathetic shopper.  Some, however, would have us believe that we should do something different with our money, instead of buying…

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Artificial Endorsers

Dr. David Hagenbuch, Ethicist and Professor of Marketing, Messiah College, Author of Honorable Influence & Founder of MindfulMarketing.org Have you ever thought you saw someone you knew, went to talk to them, but found it wasn’t them?  That’s embarrassing.  Or, have you ever thought ‘someone’ was a real person, only to realize they weren’t?  This second kind of mistaken identity…

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Promotion in Disguise?

Dr. David Hagenbuch, Ethicist and Professor of Marketing, Messiah College, Author of Honorable Influence, Founder of MindfulMarketing.org Halloween was here and gone, but its effects live on.  For kids, that may mean ongoing sugar rushes from a huge candy haul.  For adults, it could be as serious as a DUI arrest after too much partying.  However, one company you probably…

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How Serving Blind Consumers Creates Competitive Advantage

Jason Polansky, Emerging Marketing Professional David Hagenbuch, Professor of Marketing at Messiah College  If this demographic were a city, it would be the second largest in the United States.  Its members are consistent consumers, but marketers often overlook them.  Who are they?  Blind people.  In the U.S., 7.67 million individuals have visual acuity less than 20/200, or…

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Advertisers Must Include Three R’s in Their Social Cause Spots

Dr. David Hagenbuch, Ethicist and Professor of Marketing, Messiah College  One of the hottest promotional trends is for companies to show their support for significant social causes. While many firms do genuinely desire to make a difference, they also crave goodwill by association. If consumers appreciate a company’s stance on an issue, they might reward the firm…

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Businesses that Bury the Hatchet

Dr. David Hagenbuch, Ethicist and Professor of Marketing, Messiah College What’s a fun night out with friends for you? Maybe it’s dinner at a favorite restaurant or a trip to the movies to see a new release. How about throwing axes? Thanks to some adventurous entrepreneurs, more and more people are participating in the pastime…

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Advertising Attacks Domestic Violence

Dr. David Hagenbuch, Ethicist and Professor of Marketing, Messiah College An Ohio State assistant football coach repeatedly beat his wife. A Colorado man allegedly murdered his pregnant wife and their two daughters. A week rarely goes by without another disturbing story of domestic violence. In the United States, 20 people are abused by an intimate…

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Branding “One and Done”

Dr. David Hagenbuch, Ethicist and Professor of Marketing, Messiah College Clever t-shirt sayings have long been part of American culture, from “I’m with Stupid –>” to “My parents went to ______and all I got was this lousy t-shirt.” Foot Locker’s recent promotion of “One and Done” tees, featuring NBA prospects in an infomercial parody, was…

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For Lives, For Profit

Dr. David Hagenbuch, Ethicist and Professor of Marketing, Messiah College Childbirth can be dangerous—Claudine Ndayishime found out firsthand when a C-section complication caused her to lose blood and slip into a coma. Tragically, the hospital didn’t have her blood type in stock. As her life hung in the balance, help came from above. Flying in…

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Should Alexa Be a Kid’s Best Friend?

Dr. David Hagenbuch, Ethicist and Professor of Marketing, Messiah College When you were a kid, who did you go to for questions? You probably asked mom or dad, or if you were really desperate, you looked something up in an encyclopedia. In an age of artificial intelligence and voice assistants, such queries seem antiquated, but…

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Should Cars Drive Themselves?

Dr. David Hagenbuch, Ethicist and Professor of Marketing, Messiah College It was around 10 pm on a Sunday evening in March. Elaine Herzberg was walking her bike across N. Mill Avenue in Tempe, AZ, when a Volvo XC90 SUV traveling 40 mph struck and killed her. Tragically, about 6,000 pedestrians a year become traffic fatalities.…

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L.L. Bean’s Still Happy Returns

Dr. David Hagenbuch, Ethicist and Professor of Marketing, Messiah College There were three certain things in life: death, taxes, and L.L. Bean’s return policy. We’re now back to two. The iconic outdoor retailer’s decision to rescind its legendary product guarantee has ignited a social media firestorm, but who’s really responsible for the return policy retraction?…

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What to Learn from Failed Harvey Weinstein Humor

Dr. David Hagenbuch, Professor of Marketing, Messiah College People find humor in practically everything, from natural disasters to terrorism, which makes me ask: Can absolutely anything be framed as funny? Two A-list celebrities recently answered that question, “No,” thanks to their failed attempts at Harvey Weinstein humor. Fortunately, their fiascos can teach the rest of…

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Don’t Be Yourself: What the Oscars Teach about Effective Communication

By Dr. David Hagenbuch, Professor of Marketing, Messiah College & Founder, MindfulMarketing.org Imagine being backstage at the Oscars.  An eager journalist asks the new Best Actress Award winner how she pulled off such a convincing performance, leading the actress to reply, “I followed the advice of my friends and family to ‘just be yourself.’” We’d be…

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More Diversity Won’t Mean More Dollars for Häagen-Dazs

  Emilie Rush, Digital Media Major and Student Director of The Pulse media hub  at Messiah University  As a student of marketing and a person of color, Häagen-Dazs’ new diversity-driven ad campaign quickly caught my eye.  It reminded me of a very different campaign from 2013 that featured actor Bradley Cooper seductively spooning vanilla indulgence from the…

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