Explanipedia

The Blockchain Trust Paradox: Engineered Trust vs. Experienced Trust in Decentralized Systems Open

Scott Keaney, Pierre Berthon · 2025

Blockchain is described as a technology of trust. Its design relies on cryptography, decentralization, and immutability to ensure secure and transparent transactions. Yet users frequently report confusion, frustration, and skepticism when …

Trajectories of AI technologies: Insights for managers Open

Pierre Berthon, Taylan Yalcin, Ekin Pehlivan, Tamara Rabinovich · 2024

Generative artificial intelligence (AI) was always 'in the future.' With the release of the chatbot ChatGPT 4 there is emerging consensus that the future may have begun. Long in gestation this new technology promises a cornucopia of benefi…

Top secret: Integrating 20 years of research on secrecy Open

Ivan Fedorenko, Pierre Berthon, Linda F. Edelman · 2023

Secrets are a double-edged sword. They are crucial for protecting valuable knowledge and appropriating value from innovation; they also invite consumer curiosity and in doing so may generate demand. On the other side, secrecy may invite su…

Ethical Marketing AI?A Structured Literature Review of the Ethical Challenges Posed by Artificial Intelligence in the Domains of Marketing and Consumer Behavior Open

Yiran Su, Emma Junhong Wang, Pierre Berthon · 2023

With the increasing use of AI in marketing, ethical repercussions are beginning to emerge. From privacy issues, through discrimination of marginalized groups, to emergent systemic social distortions, AI is changing the marketing ethical la…

Corrigendum to ‘Fixing fake news: Understanding and managing the marketer-consumer information echosystem’ [Business Horizons, 65/6 (2022), pp. 729–738] Open

Pierre Berthon, Raeesah Chohan, Ekin Pehlivan, Tamara Rabinovich · 2022

Fixing fake news: Understanding and managing the marketer-consumer information echosystem Open

Pierre Berthon, Raeesah Chohan, Ekin Pehlivan, Tamara Rabinovich · 2022

Remedies to fake news have generally emphasized identification of false content (information fact-checking) and censorship (curtailing information dissemination). In this article, we focus on the systems within which fake news travels, rat…

A renewable resource model of health decision-making: insights to improve health marketing Open

Sarah Lord Ferguson, Pierre Berthon · 2021

How Truthiness, Fake News and Post-Fact Endanger Brands and What to Do About It Open

Pierre Berthon, Emily Treen, Leyland Pitt · 2018

Brands can interact both directly and indirectly with fake news. In some instances, brands are the victims of fake news and, other times, the purveyors. Brands can either finance fake news or be the targets of it. Indirectly, they can be l…

Service, emotional labor, and mindfulness Open

Emma Wang, Pierre Berthon, Leyland Pitt, Ian P. McCarthy · 2016

Guest editorial Open

Pierre Berthon, Leyland Pitt · 2016

It is argued that we have transitioned from the Holocene to the Anthropocene (Edwards, 2015).The latter derived from the Greek anthropo "human" and cene "entire recent", and thus the era in which humans are increasingly driving geological …

Guest editorial Open

Johan Bruwer, Leyland Pitt, Pierre Berthon · 2016

It is always enjoyable and insightful to tie together a series of seemingly unrelated events and then to trace how they came to fruition in a culminating project.This special issue of IJWBR is a case in point.It began 10 years ago when the…

Service, Emotional Labor, and Mindfulness Open

Emma Wang, Pierre Berthon, Leyland Pitt, Ian P. McCarthy · 2016

CGIP: Managing Consumer-Generated Intellectual Property Open

Pierre Berthon, Leyland Pitt, Jan Kietzmann, Ian P. McCarthy · 2015

Two related trends characterize the recent past: value propositions are migrating from the physical to the informational, and value creation is shifting from firms to consumers. These two trends meet in the phenomenon of “consumer-generate…

Pierre Berthon YOU? Author Swipe