Dogs and Pumas; NASA and Mars Bars: A New Look at Consumer Behavior and Buying Decisions

Do the mundane things you encounter on a daily basis influence the brand of sneaker or toothpaste you choose to buy, even if those brands aren’t marketed to you directly? Can seeing dogs on your way to work influence you to buy Puma sneakers because of a seemingly insignificant quadruped connection? According to the recent findings of Wharton School marketing professor John Berger, the answer is yes. Read more about a recent study published by Berger with Grainne Fitzsimons, a psychology professor at University of Waterloo in Ontario, here.