Bauer Business Minds: Research for the Real World.
Bauer Business Minds: Research for the Real World - C. T. Bauer College of Business, University of Houston
Dr. Vanessa Patrick

In his best-selling book, 21 lessons for the 21st century, Yuval Noah Harari observes, "Humans were always far better at inventing tools than using them wisely." The two stories we have in today's newsletter deal with tools that managers need to learn to use strategically and wisely.

In the first story, Associate Professor Jaana Porra urges readers to rethink how humans interact with digital devices, to prevent the blurring of the human-machine interface. The second story, based on the dissertation work of Anoosha Izadi, a graduate of the Bauer doctoral program, finds that the use of a handwritten font on product packaging increases engagement with the product and results in higher product evaluations. It provides additional insight to why brands from Disney to H-E-B's Primo Picks use a handwritten font in their logo.

In other news … On Feb. 14, we hosted the inaugural Bauer Doctoral Program Working Paper Showcase.

Please listen to our new episode of Bauer Business Focus that features Michael Ahearne who discusses the importance of sales training in fostering an innovative corporate culture.

Happy Reading!

Dr. Vanessa Patrick
Associate Dean of Research
Bauer Professor of Marketing


Humans in a Digitized World
Bauer Researchers Study Long-term Consequences
of Living with Digital Creatures

Photo: Children Hugging

Digital assistants and other computerized communicators are increasingly designed to appeal to us on a personal, emotional level.


The Power of the Pen
Bauer Researchers Study Effect of Handwritten
Font on Consumer Decisions

Photo: Hands writing with Pen

In a recent study, C. T. Bauer College of Business researchers examine how a small, but critical, difference in labeling can drive customer engagement, which boosts the potential for driving sales.


Bauer Business Focus
Selling Innovation

Innovation and new product development is not enough. Organizations need to invest in the training of their sales force and create a culture of innovation to ensure successful commercialization of new products. Listen now.


The C. T. Bauer College of Business is an AACSB Accredited Business School.

The University of Houston is an EEO/AA institution.