Dare To Think Differently: How Open-Mindedness Creates Exceptional Decision Making
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Selected Articles Written By Our Team
“Exploring Generation Z's Interaction With Voice Assistants in Online Shopping: A Multi-Method Approach”
“Why Black, Hispanic, and Asian Patients Hesitate to Opt for Palliative Care: Deep Metaphors from Patients, Community Leaders, and Clinicians with Shared Cultural Identities to Shape More Effective Outreach”
What Patients and Caregivers Experience When They Receive Palliative Care: A Study Eliciting Metaphors That Could Shape Public Messaging
Metaphor elicitation: A new way to assess organizational culture
Project last mile and the development of the girl champ brand in eSwatini.
A theories-in-use approach to building marketing theory.
CEO archetype identity drives organization culture.
Barriers to advancing the science and practice of marketing.
Toward a new marketing science for hospitality managers.
Incorporating deep customer insights in the innovation process.
Mapping consumers' mental models with ZMET.
Interpreting consumer perceptions of advertising: An application of the Zaltman Metaphor Elicitation Technique.
Rethinking market research: Putting people back in.
Recent Professional Articles Written By Our Team
AI is an Opportunity. The Problem is IA—Insight Atrophy.
What Snoop Dogg Teaches Brands About Embracing the Future and Honoring the Past
What Executives Really Think About AI
Marketing Mamdani
A Book Review of Loved: How to Rethink Marketing for Tech Products by Martina Lauchengco
How Good Research Can Help Resolve the Brand Purpose Conundrum
4 Roles of Brand Rituals and What They Mean for Researchers
A book review of Ritual by Dmitris Xygalatas
Walking the Yellow Brick Road of Sustainability
Brand Fetterman: Pennsylvania Democrat is Running a Campaign for the Ages.
Your logo is a storyteller
Living brands: Getting Macs and avoiding Noids
Preaching, teaching, and screeching: What’s wrong with vaccine messaging
How COVID has molded consumers’ memories.
Lead by the nose: It’s time to embrace scent advertising.
Building character: Why every brand needs a mascot.
Reading Between the lines: The problem with the metaphor, ‘Re-open the economy.’