Rituals Enhance Self-Brand Connection: The Role Of Time Perception
“Twist, Lick, Dunk!” Although Oreo has never explicitly recognized these three special actions as a brand ritual, it does educate consumers to perform a series of fixed and sequential behaviors Read More »
Consumer Responses To Premium Framing: Better To Offer The Target Product As A Free Gift?
Premium promotion, which is widely adopted by retailers, involves offering a free product or service to consumers if they purchase certain products and services (D’Astous and Jacob 2002). Previous Read More »
Anchors As Midpoints: It’s Not The Size Of The Adjustment That Counts, It’s The Direction
People’s estimates of unknown quantities are tethered to values they have previously considered, a phenomenon known as anchoring (Tversky & Kahneman, 1974). Previous research has attributed Read More »
Doing Worse By Doing Good: How Corporate Social Responsibility Makes Products Less Dangerous
In recent years, much research has focused on the impact of CSR on business activity, showing that by investing in CSR companies can “do well by doing good” (Chernev & Blair, 2015;Du, Read More »
Thanks For Nothing: Expressing Gratitude Invites Exploitation By Competitors
Economic exchanges such as negotiations, ultimatum games, and deception games are characterized as mixed-motive interactions in which individuals must decide when to focus on their self-interested Read More »
Author: Jeremy A. Yip, Cindy Chan, Alison Wood Brooks, Kelly Kiyeon Lee
Contributor: eb™ Research Team
