When choosy moms choose Jif peanut butter and sports fans who call themselves sports fans subscribe to DirecTV, identity marketing is hard at work. But what happens when this type of advertising misses the mark? According to a new study in the Journal of Consumer Research, when a person’s sense of ownership and freedom is […]
Archive | Strategy
Location matters when it comes to deal-making, says new study
Toronto – Even six-year-olds know who you sit beside matters, whether you’re in first grade or at a high-powered dinner. But now a new study, using the U.S. Senate Chamber as its laboratory, provides documented evidence of that phenomenon. It shows that where a person is located influences who they interact with and who they […]