Ideas Made to Matter
In Kaepernick ads, Nike further develops its brand point of view
‘What Nike is talking about is fundamental core values of who you are.’
Faculty
Renee Richardson Gosline
Get in Touch
Support Staff
Title
About
Academic Groups
Academic Area
Renée Richardson Gosline is a Senior Lecturer and Research Scientist at the MIT Sloan School of Management. She has been named one of the World’s Top 40 Professors under 40 by Poets and Quants, an MIT “Iron Professor,” and a scholar at the MIT Center for Digital Business.
Her main interest is in how status-based bias and technology affect self-perceptions and behavior. Her research projects include: the positive impact of imitation on brand strength, the effect of social media storytelling on persuasion, the role of status dynamics in health and performance, and the use of wearable technology to aid willpower. In order to address these issues rigorously, she employs experimental methodology, both in the field and laboratory.
Prior to academia, she was a marketing practitioner at LVMH Moet Hennessy and Leo Burnett.
Gosline received her undergraduate and graduate training at Harvard University, including a Doctorate from the Harvard Business School.
Publications
"Can a Girl’s Best Friend Be Born in a Lab? The Role of Ritual in Production Process Conservatism."
Ha, Jae Kyung, Ezra W. Zuckerman Sivan, and Renee Gosline. In Advances in Group Processes, Volume 35, edited by Edward Lawler, S.R.Thye, Bingley, UK: Emerald Insight, Forthcoming.
"From Stranger to Friendship: Building Consumer-Brand Relationships in Social Media."
Gosline, Renée Richardson. In Brand Relationships, Forthcoming.
"Victims or Heroes?: How Media Portrayals of Anti-Gay Bullying Influence Attitudes toward Gays and Support for Gay Rights."
Seth Goldman, Patrick J. Egan and Renée Richardson Gosline. In Proceedings of the 2012 Annual Meeting of the American Political Science Association, New Orleans, LA: August 2012.
"Candy from Strangers and Vitamins from Friends: How Expectations Affect the Valuation of Advice in Social Networks."
Renée Richardson Gosline, Jeffrey Lee and Breagin Riley. In Proceedings of the Society for Consumer Psychology 2011 Winter Conference, edited by David Silvera, Maura Scott, Naomi Mandel, Atlanta, GA: February 2011.
"Counterfeit Labels: Good For Luxury Brands?"
Gosline, Renée Richardson. Forbes, February 2010.
"The Real Value of Fakes: Dynamic Symbolic Boundaries in Socially Embedded Consumption."
Gosline, Renée Richardson. Harvard Business School Doctoral Thesis, 2009.
Recent Insights
Ideas Made to Matter
Five new business insights from MIT Sloan Management Review
Why you should use consumer-to-consumer marketing campaigns, how the platform economy will affect the future, and more from the magazine.