Why More Male Celebs are Advertising Diet Products, According to This Wharton Prof
Americus Reed, marketing professor at University of Pennsylvania’s Wharton School, recently contributed his insight to an article in USA Today that explored diet firms’ trend toward utilizing male celebrity endorsements to promote their plans and products.
Male celebrities like ’80s wunderkind Rob Lowe (Atkins Nutritionals) and hip-hop producer DJ Khaled (Weight Watchers) have become the new male faces of these diets. Diet companies are shifting their advertising approach in order to draw in a male demographic and expand the reach of their products.
Women like Oprah Winfrey, Kirstie Alley, and Jennifer Hudson have been endorsing diet plans for decades, but the move toward male celebrity spokespeople is newer in the industry.
It makes sense that USA Today capitalized on Reed’s knowledge of consumers, as on his website, he is credited as the only “identity theorist” in Wharton’s Marketing Department. His research specifically addresses the effects of consumers’ senses of self on their shopping habits.
According to Reed, using celebrities to advertise is effective because fame comes with a great deal of power.
“Celebrity endorsements tap into that,” Reed says. ‘”I want to be like Rob Lowe, Kim Kardashian, Zac Efron, Taylor Swift. They use product X. I want to use X.’ It’s that straightforward of a persuasion.”
In reference to the company’s new marketing strategy, Scott Parker, the chief marketing officer of Atkins Nutrtionals, said, “We identified as a primary target for growth what we call self-directed people who are interested in eating better. The self-directed target is pretty evenly split between men and women … Clearly, needing to lose weight and lead a healthier lifestyle isn’t restricted to females.” Parker also indicated that Rob Lowe as a spokesperson appeals to both male and female demographics.
USA Today is not the first publication to benefit from Reed’s expertise. The New York Times and CBS Philly have quoted him in articles as well.
The Reason Digital Ads Seem So Personal, According to Columbia Business School Research
Ad optimization, at its core, was always about effectively persuading human emotion. Those consumer habits, according to new research from the Columbia Business School, can be traced right down to individual digital footprint, helping “people overcome their human limitations.”
In new research entitled “Psychological Targeting as an Effective Approach to Digital Mass Persuasion” published in the Proceedings of the National Academy of Science, Assistant Professor of Business Management Sandra Matz’s team explores a new development in the idea of “personalized persuasion.” Thanks to the accessibility of our digital footprints, marketers can now tailor persuasive messages to a “person’s fundamental character traits and psychological needs.”
Professor Matz and her co-authors conducted three experiments in which they targeted over 3.5 million Facebook users based on “Likes,” then measured users’ reactions (i.e. “clicks” and “conversions”) to “persuasive appeals in the form of Facebook ads that either aligned with or ran counter to the users’ psychological profiles.”
In one experiment, the researchers customized online beauty retailer ads that targeted either introverts or extroverts, based on their unique Facebook Likes. The researchers found that “matching the content of persuasive messages to individuals’ psychological characteristics resulted in up to 40 percent more clicks and up to 50 percent more purchases than their mismatching or un-personalized messages.”
While psychological targeting certainly has many advantages when it comes to product positioning, it has the potential to be more insidious. On a more individual level, psychological targeting can easily be “used to exploit weaknesses in people’s character and persuade them to take action against their best interest,” such as Facebook users with psychological traits related to pathological or compulsive behaviors.
The authors actively embrace the numerous ethical questions that surround the application of psychological targeting:
“How do we as consumers and society at-large want to use this new technology? In what settings do we want to facilitate its application, and when do we want to restrict it? For which purposes should we use it, for which should we not? Under which agreements should we be allowed to implement it, and with which required degree of transparency?”
Columbia Business School Announces New M.S. in Business Analytics Degree
Columbia Business School (CBS), together with Columbia Engineering, yesterday announced a new full-time Master of Science in Business Analytics degree. Distinct from CBS’s MBA degree, the new program features a three-semester curriculum and is really geared toward students who want to learn the modeling techniques and data science tools that help businesses use data to influence decision making. A unique capstone project will serve as a key element of the new program, through which students will work with actual clients and relevant data sets to put the skills they’ve learned to work helping solve those companies’ real-world business problems. The capstone course will extend over the full three semesters of the program.
The program was developed jointly by faculty at both CBS and Columbia Engineering, and the resulting curriculum is designed to prepare graduates to excel in careers both as consulting analysts and associates and as business analysts and data scientists in fields including financial and professional services, technology, advertising and media, and other professions that require both a deep understanding and practical application of data analytics.
“By tapping into the vibrant and diverse business ecosystem that can only be found in New York, Columbia Business School and Columbia Engineering are uniquely situated to offer this new Master’s degree,” CBS Dean Glenn Hubbard said in a statement. “We see this as a must-do program for any future business person who wants to have a leg up in using data to make informed business decisions.”
CBS Enters an Already Crowded Field
Columbia is far from the first to announce a new data analytics master’s program—and it likely won’t be the last. It joins a long and growing list of other leading business schools that have sensed demand from both students and recruiters for programs that marry some of the skill sets of the MBA with the deeper study of data science and analytics that engineering faculty can provide.
MIT Sloan School of Management last year launched its own Master of Business Analytics (MBAn) degree, with leadership and support from the MIT Operations Research Center. In just one year, applications to the program have more than doubled—from 300 to 800—making the degree the most competitive at the school, with an admissions rate of less than 4 percent, the school reports. And just last month Sloan unveiled a new Business Analytics Certificate program that will be open to students in all MIT masters-level programs who want more rigorous academic content focused on data science.
Not to be left out, last month the University of Virginia’s Darden School of Business announced the launch of a new MBA+MSDS dual-degree program, which grants a Master of Data Science degree from UVA’s Data Science Institute and an MBA from Darden in 24 months (tuition for the MBA+MSDA program is the sum of each individual program’s standalone tuition). The program welcomed a pilot cohort this past summer, and Darden is currently accepting applications for the full program, which will launch in 2018.
NYU Stern, for its part, is now accepting applications for the inaugural class of a new specialized one-year Tech MBA, first announced last spring. And just yesterday Stern shared that an $8 million alumni gift will fund creation of a new center for technology, business, and innovation.
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Harvard Business School (HBS), too, sees where the action’s at and doesn’t intend to sit idly on the sidelines. In August 2017—together with the Harvard John A. Paulson School of Engineering and Applied Sciences and the Faculty of Arts and Sciences—HBS announced a partnership with 2U, Inc. to deliver a new online certificate program in business analytics. Expected to welcome its first cohort of students in March 2018, the Harvard Business Analytics Certificate Program is designed to help business leaders—including MBA grads—keep up with and leverage the explosion of data now available in every industry.
Some Schools Were Out in Front
Of course, amid this recent flurry of activity to enhance academic offerings at the intersection of technology and business, some schools can claim clear first-mover advantage. MBA students at CMU’s Tepper School of Business can opt to pursue a Technology Leadership MBA Track, a joint partnership between the Tepper School and Carnegie Mellon’s top-ranked School of Computer Science—indeed, it is one of the most popular offerings in the MBA program. Tepper also offers a three-year, dual-degree MBA/Master of Software Engineering program, also in partnership with the School of Computer Science.
And Stanford Graduate School of Business has for several years offered its students the opportunity to pursue a dual degree of significant relevance to students interested in careers in tech. Its joint MA in Computer Science/MBA degree links two of the university’s world-class programs and helps students develop a unique skill set ideal for becoming a manager and/or entrepreneur for new technology ventures. Stanford’s program includes a year of courses at each the GSB and in the Computer Science department followed by a third year of elective courses in both programs, enabling students to shave off one to two semesters it would take to complete both degrees separately.
RELATED: Best Business Schools to Jumpstart Your Career in Tech—Or Advance It
It Only Makes Sense
Whether beginning several years ago or just getting off the ground now, that business schools are recognizing and responding to market demand for business fundamentals married with data science know-how makes complete sense.
“The role of analytics has grown increasingly critical for most sectors of the economy,” Columbia Engineering Dean Mary C. Boyce said in a press release. “Our partnership with Columbia Business School combines our strength in data science, optimization, stochastic modeling, and analytics with their strength in data-driven decision-making for business and marketing to create a rigorous new master’s degree program.”
What Sets Columbia’s New Program Apart?
So what sets the newest program announced yesterday by Columbia apart from others in a crowded field? One distinguishing feature of the M.S. in Business Analytics is the capstone project that will put students to work on real-life consulting projects with companies using the companies’ own data, the school argues. “By working on real-world consulting projects, with real-world data, students will use the modeling techniques and data science tools to provide pragmatic solutions to the practical problems that businesses are facing today,” Costis Maglaras, professor and chair of CBS’s Decision, Risk & Operations Division, said in a press release.
Students in the new Columbia Business analytics degree program will also have valuable access to dedicated career placement services, the school notes, starting with completing a required Professional Development and Leadership course. “The M.S. in Business Analytics combines classroom instruction by distinguished Columbia professors with the experience of working on real-world problems via the capstone project course,” Columbia Engineering Professor Garud Iyengar said in the press release. “We expect this program to have 100 percent placement of its graduates as do our very successful M.S. in Management Science and Engineering and M.S. in Financial Engineering programs.”
Applications are currently being accepted for the first cohort of this new M.S. in Business Analytics. Students can choose to complete the program in one year by taking a summer semester or can take three non-contiguous semesters (fall, spring, fall), which would reserve the possibility of a summer internship.
For more information about the new Columbia M.S. in Business Analytics, click here.
This article has been edited and republished with permissions from our sister site, Clear Admit.
Looking At New York City’s Best MBA Return on Investment (Pt. I)
As real estate in all five boroughs continues to rise, and/or get snapped up by oh-so-wonderful oligarchs, New York City’s pressure cooker reputation has taken a turn for the … banal.
Columbia Study Finds Link Between Language and Loan Default
For financial experts, there’s a thin line between word choice and loan default. Columbia Business School recently explored the seemingly innocuous connection.
Business, University Leaders Speak Out Against DACA Repeal
When the Trump administration formally announced yesterday that it would end the Deferred Action for Childhood Arrivals program (DACA)—putting a six-month expiration date on legal protections granted to approximately 800,000 people who entered the U.S. illegally as children—universities and business leaders were quick to condemn it. Indeed, vocal defense of the “Dreamers,” as those in the DACA program are called, resounded from Silicon Valley to the Ivy League.
“Dreamers contribute to our companies and our communities just as much as you and I,” tweeted Tim Cook, CEO of Apple and an MBA graduate of Emory’s Goizueta Business School. “Apple will fight for them to be treated as equals.” In an earlier statement Cook noted that Apple employs hundreds of people covered by DACA.
Facebook CEO Mark Zuckerberg released his own statement on his personal Facebook page. “This is a sad day for our country,” he wrote. “The decision to end DACA is not just wrong. It is particularly cruel to offer young people the American Dream, encourage them to come out of the shadows and trust our government, and then punish them for it.” He added that the young people covered by DACA contribute to their communities and to the economy. “I’ve gotten to know some Dreamers over the past few years, and I’ve always been impressed by their strength and sense of purpose. They don’t deserve to live in fear.”
DACA was enacted in 2012 under former President Barack Obama by executive order, allowing individuals who were brought to the United States as children or teens before mid-2007 to apply for protection from deportation and work permits. To apply, they had to be younger than 31 at the time the program was created, have come to the U.S. before turning 16, and have lived in the U.S. for at least five years. The U.S. Citizenship and Immigration Services reports that roughly 788,000 have had their requests for DACA status accepted.
University and Business School Leaders Denounce DACA Repeal
A Center for American Progress survey of roughly 3,000 DACA recipients found that approximately 72 percent of respondents were in higher education, 13 percent of those pursuing master’s degrees. And leaders in higher education—including at several leading business schools—were every bit as vocal as major business leaders in calling out the Trump administration’s decision and pledging their support to Dreamers.
Geoffrey Garrett, dean of the University of Pennsylvania’s Wharton School, called the repeal of DACA “bad for the economy and bad for society” in a tweet that also expressed his support for an official statement issued earlier in the day by University of Pennsylvania President Amy Gutman.
Maryellen Reilly, Wharton Deputy Vice Dean for Admissions, financial aid and career management, quoted from Gutman’s statement in her own tweet: “At Penn, we are committed to providing a safe and welcoming environment for all of our students and we will do everything we can…”
Columbia University, home to Columbia Business School (CBS), issued its own statement in opposition to the repeal of DACA. “Columbia unequivocally opposes the ending of DACA and is working with others in higher education to urge Congress and federal officials to reinstate DACA’s protections and protect the rights of those with DACA status during and after the ‘wind-down’ process that has been announced,” it read. It went on to add that in keeping with Provost John Henry Coatsworth’s November pledge, “our policies and plans aim to ensure that students who had DACA coverage are able to proceed unimpeded with their studies and that all students in the community feel safe and understand beyond question that Columbia’s dedication to inclusion and diversity, including of undocumented students, is and will remain unwavering.” CBS quickly retweeted its parent university’s stance and linked to the full statement.
And the Haas School of Business at the University of California at Berkeley tweeted: “We stand with our undocumented students.” That tweet linked to a statement issued by three ranking university administrators—Chancellor Carol Christ, Vice Chancellor for Equity & Inclusion Oscar, and Undocumented Student Program Director Meng So—that called on the Berkeley community to stand with undocumented scholars at the university and beyond.
“At a time when our campus and community values are being challenged by the prevailing national rhetoric and policy making, we must deepen our resolve and commitment to our principles and to each other,” read the Berkeley administrators’ statement. “During these difficult moments, we must defend strongly held values of dignity, diversity and community.”
The Kelley School of Business at Indiana University at Bloomington, for its part, retweeted its parent university’s official statement and pledge to support all its students.
In the statement, IU President Michael A. McRobbie called out the decision to end DACA “especially in light of the administration’s prior statements expressing support for young people protected by DACA and the strong bipartisan support that exists nationwide for maintaining the program.”
McRobbie went on to underscore the university’s support of all its students. “We believe that all of our students, regardless of their background or country of origin, bring to our campuses unique perspectives and experiences that enrich our living and learning communities,” he wrote. “In doing so, they reflect who we are—and what we strive to be—as a university that provides all students with the opportunity to expand their knowledge and succeed in a place where they feel valued, respected and at home.”
In fact, IU features an entire website—DACA @ IU—dedicated to helping DACA students at the university. On the website, the university states that though bound by state and federal laws, it will take steps to support all IU students regardless of documentation and will only inquire into a person’s immigration status when required by law. IU also provides counseling and support to students who have immigration-related concerns, including connecting students with available resources for educational and living expenses.
Penn, Columbia, Berkeley, and IU are just a few of countless schools that spoke out against the Trump administration’s decision. Prior to the final decision to end DACA, 600 college and university presidents signed a statement promoting DACA back in November. Even more recently, Duke University’s President Vincent E. Price wrote a letter in support of the program, and University of Michigan President Mark Schlissel made a statement as part of the university’s September 1st convocation saying, “I would like to reiterate to all of our students, from our own state, elsewhere around the country, and from all around the world, that you are welcome here … You make us a stronger university and enrich our community and nation by your many talents, hard work, and the diverse perspectives and life experiences you bring to campus.”
As information continues to be provided by the Trump administration, many universities and schools are preparing to provide up-to-date information for their DACA students and all who are affected. Check in with your school for more information.
This article has been edited and republished with permissions from Clear Admit.
