We test an information theory of prosocial behavior whereby ego utility and self-signaling crowd out the effect of consumption utility on choice. The data come from two field experiments involving ...

Patrick Nycz is President of NewPoint, a full-service food and beverage marketing agency, and author of Moving Your Brand Up the Food Chain. In the world of food and beverage sales, the ...

While the psychology of consumer behavior would veer off into a number of different directions in the 1950s, its core remained psychoanalytic theory brought over from Europe in the 1930s. Nothing ...

Citations: Tybout, Alice M., John Hauser. 1981. A Marketing Audit Using a Conceptual Model of Consumer Behavior: Application and Evaluation. Journal of Marketing. (3)82-101.

Upcycled, biodegradable, ethically sourced, zero-waste. There are plenty of sustainability buzzwords that float around brand marketing today. With companies being aware of making these more ...

Banks, once viewed solely as custodians of money and facilitators of transactions, are now reimagining themselves as active participants in the e-commerce ecosystem. This transformation is being ...