Gift - Small splurges, large benefits

Key ideas • Buying a gift for oneself when feeling down really does boost people’s mood! • Consumers spend reasonably on such purchases and have no regrets about them afterwards. • Self-gifts are a learned mood-improving practice specific to Western cultures.  

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Marketing Strategy15 February 2008

Harry Potter marketing

Published in the Harvard Business Review's prestigious list of "Breakthrough Ideas for (...)

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