Consumers crave authenticity, but what, exactly, makes something authentic? A new study from the Tippie College of Business finds that consumers ultimately define a product’s authenticity and value by its essence, an abstract, unobservable quality that makes a thing what it is.

Each year the Tippie College of Business recognizes its faculty and staff with collegiate awards for excellence in teaching, research, and service. The 2022 award winners were announced at a ceremony on May 4, 2022.

A new Inside Sales Lab at the Tippie College of Business gives University of Iowa students hands-on experience in the art of sales.

Digital ads showing someone’s hand touching a product had higher engagement and were seen as more valuable by consumers.

Consumers who see a product on sale being virtually touched are more engaged and willing to pay more than if the item is displayed on its own, according to a recent research paper by Tippie's Andrea Luangrath.

This week marked what has been an increasingly high-profile tradition for Spotify users: Wrapped release day. It was a trending topic on social media as everyone revealed the new social cards showing off listening choices of the past year. No matter how weird or—let's be honest a little embarrassing—they were. So why do so many people do it?

Holiday shopping season longer than ever, but whether local or national, retailers need to capitalize early.

Retailers know that if they can get a customer to touch what they’re selling, they’re more apt to buy it and pay more for it. A new study from the University of Iowa's Tippie College of Business finds that this is true in a virtual world, too, when the hand belongs to someone else, or is even a floating blue cartoon hand.

Jeff Lorenger, chairman and CEO of HNI Corp., and the management team at the Muscatine-based company will be honored with the University of Iowa Tippie College of Business’ Oscar C. Schmidt Iowa Business Leadership Award for its contributions to Iowa business on Nov. 18 in Muscatine.

A study by the Marketing Institute at the University of Iowa’s Henry B. Tippie College of Business found online delivery services averaged 25 percent growth last year, but is predicted to grow by about 3.5 percent post-COVID-19, according to Peggy Stover, associate professor in the program.