The American Marketing Association honored Ravi Dhar, the George Rogers Clark Professor of Management and Marketing and director of the Center for Customer Insights, for his work in marketing research over the last five years.
Studies show consumers prefer a product that they believe has the aura of authenticity. Here's why that is, and what you can learn from it.
The field of economics is not particularly known for its generosity, so an academic paper might not be the first place you turn to when choosing a gift for a friend or loved one. Well, your loss. Or, more accurately, their loss, since it turns out that we're pretty reliably terrible gift-givers. The reason why, according to a a new study in the Journal of Consumer Research, is that those of us giving gifts are too wrapped up in sentimentality to buy anything of much use for our loved ones.