Tags: Too Much of a Good Thing?

Everyone wants to grab consumer attention online. Tagging is one way to do this because it helps products show up for consumers. More tags lead to more exposure, but is adding more tags to your...

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Everyone wants to grab consumer attention online. Tagging is one way to do this because it helps products show up for consumers. More tags lead to more exposure, but is adding more tags to your product description a good idea? The answer might surprise you.

Today we’re speaking with Rod Duclos about the research he and his colleagues have conducted into to unexpected costs of using too many tags.

Topics include:

Why the most of the reviews you read on line are positive (and if they’re less than 51% positive, you should run (not walk) away from that product).
Why increasing the number of tags you ascribed to a product increases exposure, but decreases positive reviews.
How practitioners should approach tagging their products or entertainment content.

Click here for the research article 

The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.

IJRM  aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking. 

Rod Duclos is a behavioral psychologist. His research aims to articulate, predict, and shape human decision-making and behavior, all in the pursuit of consumer and societal welfare. Particular issues of interest include: the psychology of financial decision-making and risk-taking; how hormones impact willingness to pay; prosocial behavior; and judicial decision-making. His findings have appeared in premier marketing and psychology journals such as the Journal of Consumer Research, the Journal of Consumer Psychology, and the International Journal of Research in Marketing. His work has also been covered over 100 times in the popular press (e.g., TIME Magazine, CBS, NBC News, US News & World Report, Harvard Business Review). He owes his PhD to the University of North Carolina at Chapel Hill and Duke University.

Prior to joining the Ivey Business School, he taught at the Hong Kong University of Science & Technology (HKUST) and the University of North Carolina at Chapel Hill (Kenan-Flagler Business School). His lectures range from intro courses on Marketing Principles to advanced courses on Global Marketing and Strategic Brand Management.

In addition to research and teaching, Professor Duclos consults for private, governmental, and nonprofit organizations. His clients range from the Americas to Europe to Asia.

International Journal of Research in Marketing

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Rod Duclos

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