This paper investigates situations where a sizable sub-set of consumers prefer an inferior (dominated) offer made by an established brand to a superior (dominating) offer made by a less-established brand. Established brands are those for which consumers hold more confident beliefs concerning...

The study of the senses encompasses a range of approaches from the social sciences and humanities. Anthropology, in particular, turns our attention away from previous considerations of the senses as biologically determined and universally fixed, to more interactive, adaptable and fluid concepts...