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Consumer Behavior
"Feeling powerful increases a person’s intent to save and the amount saved," according to a study by Emily Garbinsky, assistant marketing professor.
Consumer Behavior
In a series of seven studies, Mendoza marketing professor James Wilkie found evidence that men may avoid green behaviors in order to protect their masculinity.
Consumer Behavior
Because of a stereotype that associates environmental friendliness with femininity, "men may be motivated to avoid or even oppose green behaviors in order to safeguard their gender identity," according to research by James Wilkie.
Consumer Behavior
Research by marketing assistant professor James Wilkie shows men are more open to environmentally friendly products if their masculinity is affirmed.
Consumer Behavior
Beware of recall fatigue, says recall expert Kaitlyn Wowak.
Consumer Behavior
Men are more open to purchasing environmental products if their masculinity gets a branding boost, according to research by marketing assistant professor James Wilkie.