Why do celebrity brands have an emotional impact on consumers?…
By Paul Solman
What does it mean to be cool? It's a means of standing out, as well as a way of fitting in. In studying the brain, economists have found that when we consume products from status brands, it actually gives us…
By PBS NewsHour
A new study finds that when someone is put into a fearful situation without another person to turn to, they will turn to a brand to provide that missing support.
By Justin Scuiletti
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