Browsing HBS Scholarly Articles by Author "Kim, Tami"

Now showing items 1-3 of 3

    • Creating Reciprocal Value Through Operational Transparency 

      Buell, Ryan Williams; Kim, Tami; Tsay, Chia-Jung (2014-12-09)
      We investigate whether organizations can create value by introducing visual transparency between consumers and producers. Although operational transparency has been shown to improve consumer perceptions of service value, ...

    • The Role of (Dis)similarity in (Mis)predicting Others’ Preferences 

      Barasz, Kate; Kim, Tami; John, Leslie (American Marketing Association (AMA), 2016)
      Consumers readily indicate liking options that appear dissimilar—for example, enjoying both rustic lake vacations and chic city vacations or liking both scholarly documentary films and action-packed thrillers. However, ...

    • Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness 

      Kim, Tami; Barasz, Katherine; John, Leslie (Oxford University Press (OUP), 2019-02-07)
      Given the increasingly specific ways marketers can target ads, many consumers and regulators are demanding ad transparency: disclosure of how consumers’ personal information was used to generate ads. We investigate how and ...