Consumers who choose between two good product options build a “positivity bubble” to justify their choices. But according to a new study in the Journal […]
When a company drafts a single celebrity to represent a brand, it can backfire—in the way Tiger Woods’ indiscretions affected Accenture. A new study in […]
From University of Pittsburgh Straying from the grocery list can yield some surprises in your shopping cart, but not necessarily in your wallet, according to […]
Discovering the interconnectedness of consumer behavior, dispositions and brand emotional engagements - this is where the magic takes placed and opportunity prevails.
