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 ...

For decades, companies measured brand strength through awareness: reach, impressions and audience size. Yet across retail environments, fan conventions and digital communities, a different metric has ...

The term consumer behavior gets tossed around a lot. Let’s take a moment to properly answer the question: What is consumer behavior? At its core, consumer behavior is an act of studying a specific ...