Companies commonly perform pre-launch product testing. During such product testing, brands could learn that the product can deliver originally unintended benefits. We explore how brands should frame
Companies are increasingly forced to respond to various morality concerns of consumers and stakeholders to “do good” and behave ethically. Our study focuses on a specific strategy to do good,
Consumer researchers have long been interested in the association between social class and consumer preferences or “tastes” (Henry and Caldwell 2018; Martineau 1958). They have also shown
Nostalgia—commonly conceptualized as a longing for the past—plays an important role in shaping contemporary consumer behavior and market offerings (e.g., Belk, Ger, and Askegaard 2003; Brown,
Consumers often see brands and other organizations in the marketplace engaging in various actions. Moreover, subordinate representatives of an overarching organization (e.g., sub-brands, product