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Iowa professors create tool to help decipher online speak

Thursday, September 1, 2022
Linh Ta | Axios Des Moines
Researchers at the University of Iowa have developed a new tool called "PARA" that's meant to help companies identify the sentiment of online communication, like responses to a tweet or Facebook post.
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How the “Vicarious Haptic Effect” Can Boost Your ROI

Tippie Associate Professor Andrea Luangrath was interviewed on the Today in Digital Marketing podcast to talk about her research of haptic touch leading to increased sales.
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How important are founders to brand authenticity?

Wednesday, July 27, 2022
Tom Ryan | Retail Wire
A university study finds that, although brand essence, or authenticity, ideally comes through an association with the creator, one other proxy to measure essence is the recipe and manufacturing process. The study from the University of Iowa’s Tippie College of Business explored the brand essence of Ghirardelli Chocolate, whose founder, Domenico Ghirardelli, died in 1894.
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Survey finds lack of understanding about what Iowa midwives do

Wednesday, July 27, 2022
Matt Kelley | Radio Iowa
Professor Peggy Stover, director of the U-I’s Undergraduate Marketing Institute, says she was shocked at how little people knew about the midwife profession. “In addition to birth care, prenatal care and post delivery care,” Stover says, “midwives also offer women’s wellness checkups, birth control, menopausal care.”
Images of Jeff Ohlmann, Erin Nelson, Jim Chaffee, Ann Campbell, Rob Rouwenhorst, and Daniel Newton.

Spring 2022 Tippie Instructor Awards announced

Tuesday, July 12, 2022
Six Tippie instructors have received recognition for outstanding teaching from student nominators: Jeff Ohlmann, Erin Nelson, Jim Chaffee, Ann Campbell, Rob Rouwenhorst, and Daniel Newton.
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The inventors may be long passed, but consumers still want their essence

Thursday, June 23, 2022
Tom Snee
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.

Tippie College of Business recognizes faculty and staff with 2022 collegiate awards

Monday, May 9, 2022
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.
Sales Lab

Learning to sell

Friday, April 8, 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.

The power of touch is no joke—even if it’s through a screen

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

Consumers value a product viewed online more if they see it being virtually touched

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.