A study co-authored by Desautels Assistant Marketing Professor DaHee Han finds that there’s a big difference between the charitable giving habits of the wealthy and the less privileged.
Written by DaHee Han You’d be right in thinking that shame and guilt are negative emotions, but they can actually be used to create successful marketing campaigns. What marketers really need to...
Suppose you grabbed a few cookies before heading out to the grocery store and start to feel guilty or ashamed about breaking your diet. According to a new study in the Journal of Consumer Research,...
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