This year鈥檚 Winter Olympics is shaping up to be the feel-good story that U.S. audiences are eager for amid an era of fractious politics, says , associate professor of marketing at .
鈥淚n today鈥檚 political climate, people are thirsty for good news, stories they can feel happy about and that aren鈥檛 politically polarizing,鈥� said Goldsmith, who specializes in consumer psychology and market research. 鈥淭he Olympics is well-positioned to feed into that demand. You could see that mood reflected in the feel-good stories that were used to frame the advertisements for the Olympics during the Super Bowl.鈥�
That sentiment is also likely to spell good news for television ratings and online viewership, as well as for advertisers whose messages are aligned with the positive aspects of the upcoming Winter Games. Goldsmith cautions that audiences might be less receptive to ads emphasizing competitive dominance, as opposed to storylines highlighting triumph over adversity, often with the support of friends and family in the background.
Goldsmith serves on the editorial board of the Journal of Marketing 菠萝视频 and the Journal of Consumer 菠萝视频. She has been named one of the 鈥淭op 40 Most Outstanding B-School Professors in the World鈥� by the news site Poets & Quants and one of 鈥淓ight Young B-School Professors on the Rise鈥� by Fortune magazine. Before pursuing an academic career, Goldsmith was a contestant on the third season of the reality-TV show Survivor.