"Celebrity endorsements sell products, even when the star outshines the brand.In a new study, Wharton experts use neuroscience to understand consumer decision-making. ..."
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consumer psychology
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Real-life consumer psychology – with a touch of technology
Curated by
Leona Ungerer
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"Mechanical watches don't have much practical use in today's sporting world, yet you can't go to a major sporting event without seeing some serious watch game ..." 
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"Weight Watchers, the weight-loss brand, has enjoyed marketing success through mixing the star power of Oprah Winfrey with telling real-life consumer stories ..."
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"Retail and sports business experts said recent scandals could diminish demand for endorsement deals and collaborations, but they're not going away ..."
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"A single facial tick, in the form of a “genuine” smile, can enhance the persuasive appeal of a celebrity endorser and may even improve perceptions of a well-known brand spokesperson whose reputation has slipped ..."
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