Packaging is a critical aspect of the marketing offer, with many implications for the multi-sensory customer experience. It can affect attention, comprehension of value, perception of product functionality, and also consumption, with important consequences for consumer experience and response....

We suggest that a consideration of consumer self-evaluations is fundamental to understanding the conditions under which it is more advantageous to present person or product pictures in print advertisements. We build on the basic human motives of self-enhancement and self-verification to propose...

Vanity sizing, the practice of clothing manufacturers, whereby smaller size labels are used on clothes than what the clothes actually are, has become very common. Apparently, it helps sell clothes — women prefer small size clothing labels to large ones. We propose and demonstrate that smaller...

We suggest and show that multi-country brands should position themselves consistently across markets more on those specific imagery attributes that are themselves more consistently valued across countries. Leveraging prior research, we first identify four life values that are relatively more...