When consumers observe socially unacceptable brand mentions, such as profanity-laden tweets, they become motivated to distance themselves from the brand. This motivation to distance manifests on...
Slogans that were longer and included the brand name (Like a good neighbor, State Farm is there vs. Like a neighbor) were more frequently remembered but liked less. Conversely,...
The level of interactivity was connected to people’s privacy concerns. That has huge implications, not only for businesses using virtual try-on software, but also for businesses...
The key question is: Do price promotions on some products differentially impact demand for other products depending on their relative locations within a display? This new...
Social media is a critical marketing tool to help raise awareness when firms launch new products. The platforms can help inform consumers about product characteristics and...
Collaborating with a university infuses the underlying firm with a stronger sense of scientific legitimacy, thereby making the resulting product more attractive to consumers.
Once we’ve chosen to buy something, we tend to consider that money as already spent or gone, also called “loss booking.” If we decide we want...
