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Yale Center for Customer Insights

Advancing the frontiers of consumer understanding to drive growth

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Headshot of Colleen DeCourcy in a blue turtleneck sweater
graphic of people watering plant with light bulb up top
May 17, 2022

Getting It Wrong: How Imaginary Trends Can Shape Consumer Behavior and Impact ESG Campaigns

New research from Yale SOM Professor Jason Dana illuminates the importance of measuring not only actual trends, but believed trends. 

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March 29, 2022

Unlocking the Secrets to Self-Motivation

Chicago Booth Professor Ayelet Fishbach talks motivation.

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