Press Release from the Journal of Marketing: Is Less More? How Consumers View Sustainability Claims Communicating a product’s reduced negative attribute might have unintended consequences if consumers approach it with the wrong mindset. Marketers should estimate the potential risks of such communications and carry out such communication strategically.
Is Less More? How Consumers View Sustainability Claims Companies believe that sustainability claims win business from values-based consumers. But is that true?
Marketing News Decision-Makers Must Create the Outcomes They Seek A good leader isn’t tripped up by the wrong decision, but takes action to identify the problem and fix it.
