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Distinct threats, common remedies: How consumers cope with psychological threat

AuthorsHan, D.Duhachek, A., and Rucker, D.D.  

PublicationJournal of Consumer Psychology

Published: 30Oct2015

How shame and guilt can be used to your advantage in marketing

There are ways to ensure marketers are not fumbling in the dark when it comes to getting the most out of using emotion in their marketing campaigns. From billboards and adverts to their company website, my research shows that emotions such as shame and guilt can be used to create a favourable response from consumers.

Published: 11Dec2014

Sugar Sammy gets last laugh with publicity stunt

One of the province’s best known stand-up comics is likely laughing all the way to the bank with a new advertising campaign.

... ”This is marketing 101,” Robert Soroka, a marketing professor at McGill University said.

The advertisement and the fallout is a well orchestrated publicity campaign that Sammy has executed perfectly.

Read full article: Global Montreal, November 21, 2014

Published: 24Nov2014

How to successfully use shame and guilt in advertising

Shame and guilt have different effects on consumer buying habits, new research from the Desautels Faculty of Management in Canada finds.

... Professor DaHee Han says: “To get the best response, a fitness club could produce an ad that induces shame and highlights the bigger picture, such as ‘Are you overweight? How ashamed do you feel? Stop overeating, join our fitness programme and feel healthy all the time!’

Published: 20Nov2014

The granddaddy of all Canadian-U.S. trade disputes is about to rear its ugly head again

A recent dispute over “country of origin labelling” for meat products underscores the fact that Canada and the U.S. still have their share of trade disputes.

... “For the first time in years, we actually see new housing starts in the United States past the one-million mark,” said William Polushin, an international business expert and lecturer at the Desautels faculty of management at McGill University.

Published: 3Nov2014

Mathieu Darche – from the NHL to the corporate world

The Montreal native realized his boyhood dream of playing for The Montreal Canadiens. Armed with a marketing and management degree from McGill; Mathieu Darche is bringing that same determination to a new career in business.

Published: 27Oct2014

Feeling Guilty or Ashamed? Think about Your Emotions before You Shop

Suppose you grabbed a few cookies before heading out to the grocery store and start to feel guilty or ashamed about breaking your diet. According to a new study in the Journal of Consumer Research, feeling guilty might find you comparing calories in different cartons of ice cream. Feeling ashamed might keep you from buying any ice cream in the first place.

Published: 16Oct2014

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