Category Archives: Non classé

Context The retro trend has put products and brands from the past back into the limelight. Some managers try to surf this wave by emphasizing their brand’s heritage. Although all brands have a history, heritage brand managers carefully select information from the brand’s past to generate a marketing advantage. Moreover, as shown by this article,Continue reading “Heritage: manager intents VS consumer reactions”

Context In the post Covid economy, many consumers feel that their purchasing power has decreased and consequently feel that they should have more control over their spending: indeed, consumers continue buying necessities such as cleaning products, but no longer indulge in luxuries such as cosmetics. Overall, the economic climate seems to favor frugality among consumers.Continue reading “Can discounts turn frugal consumers into spenders?”

Context “Your are what you wear”, “You are what you eat”: these catchy titles both suggest that clothes and food may expressions of one’s self. Therefore, Wang, Wang, Lei and Chao investigate a potential connection between clothing style and food choices – through self-perceptions – in an article published in 2020 in the Journal ofContinue reading “Tell me what you wear and I will tell you what you eat”

Context This De Gusipe funeral home commercial stages a family talking about their loved one’s funeral, that they have just attended. While one of the characters compliments the funeral planning stating it showed “how much we cared”, another character objects that the deceased had actually planned his own funeral, which showed “how much he cared”.Continue reading “When funeral spending means caring”

Context In 2019, KFC advertised in this video that its Bucket Kongsi was “always better to share” and allowed to “share love, happiness and special moments with loved ones”. But food sharing is not just about congenial moments, it is also about sharing bacteria or calories… and facing the consequences of this caloric intake! InContinue reading “When sharing is fattening”

Context In 1970, the Parliament of the United Kingdom passed the Equal Pay Act that prohibits inequal treatment between men and women in terms of employment (among which pay). Unfortunately, about 50 years later, men and women are not on an equal footing when it comes to pay: for instance in 2019 in Europe, womenContinue reading “Gender pay gaps and consumer pay-backs”

Context “Never judge a book by its cover”, “what counts is on the inside”. While we may try to apply these sayings to our everyday relationships with family, friends and colleagues… do we still have the same attitude when it comes to our food? Apparently not. As several studies have shown, too many fruits andContinue reading “Never judge a fruit by its cover”

Context Would you rather buy your carrots from a farmers’ market or a supermarket? While some consumers argue that there are pros and cons to buying from both businesses, they usually agree that fresher products are available at a farmers’ market and cheaper products are available at a supermarket. Although the argument about different foodContinue reading ““Small” does rhyme with “natural””

Context Following the fire of Notre-Dame in Paris, billionaires pledged important donations to help rebuild the mythic monument. When William Plummer announced on Twitter that the Pinault family pledged a 100 million euro donation for the reconstruction, he was either congratulated on the “incredible generous gesture” or accused of pursuing tax savings or criticized becauseContinue reading “Does luxury make you selfish?”

Context Today, many platforms allow private owners to rent their possessions to other consumers (peer-to-peer rental). Such platforms concern a wide variety of products: housing, cars, bikes, campervans, boats, music instruments… and even pets! On this highly competitive and thriving market, owners try to distinguish themselves, so that renters will pick them over competitors. OneContinue reading “Life for rent”