People play different power roles every day. A stern boss who runs a company may be a docile son in the presence of his parents; a tender wife at home can turn into a tough professor when supervising
As consumers become more conscious of and concerned with the ingredients that constitute their products and how their purchases can impact the environment, they are paying more attention to the
The decision to invest in a stock entails uncertainty. Prior work shows that people intuitively distinguish two independent dimensions of uncertainty: (i) “epistemic” uncertainty that is seen as
“Luxury” is typically defined partly by its premium pricing (Bain and Co. 2014; Grossman & Shapiro 1998; Kim & Ko 2010). Theories on luxury management emphasize that consumers draw inferences on
Companies commonly perform pre-launch product testing. During such product testing, brands could learn that the product can deliver originally unintended benefits. We explore how brands should frame
