Retail therapy, in which people buy products to reinforce their ideal self-image, can backfire and lead them to dwell more on their failures, reveals a new study. Authors Monika Lisjak (Erasmus University), Andrea Bonezzi (New York University), Soo Kim (Cornell University) and Derek D. Rucker (Northwestern University) wrote that when consumers experience a psychological threat to how they would like to see themselves, buying products that signal accomplishment in ...
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Thursday, January 22, 2015
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