News tagged with journal of consumer research

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What makes telenovelas so popular?

A particular type of consumer enjoys stories with plots, characters, and imagery that allow them to get lost in the narrative, according to a new study in the Journal of Consumer Research.

dateOct 15, 2013 in Social Sciences
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Want brand loyalty? Scare your customers

Consumers will cling to a product like Coke for comfort if watching a scary movie on their own, a new study from UBC's Sauder School of Business shows. This finding contradicts industry norms which see significantly fewer ...

dateFeb 06, 2014 in Social Sciences
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