Apple and Google were started in garages. Fedex took off with $27,000 in winnings at a Vegas blackjack table. Southwest was conceived on a cocktail napkin. The story behind a brand has always been
Consumer behavior is driven in part by feelings of entitlement. Particularly when selecting goods and services that are not necessities, consumers may reward themselves with particularly desirable
A great deal of research has tested the effect of argument quality—or message strength—on persuasion (for reviews see Petty & Wegener, 1998; Petty, Rucker, Bizer, & Cacioppo, 2004). This vast
Deliberative decision strategies have historically been considered the surest path to sound decisions, but recent evidence suggests that intuitive strategies may be equally effective. By relying upon
Consumer researchers have typically studied stigmatized consumers as individuals facing powerlessness, constrained product choices, discrimination in customer service, and higher risk in market
