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This paper argues that rather than expecting selfless or altruistic consumer behaviour to achieve social good, brands should look at how consumers' inherent selfish behaviour can lead to social good and better profits.
Using research from social psychology, this article argues that consumer identities frequently change, meaning that by the time a brand has adopted a positioning, the consumer may have moved on.
LONDON: The Admap Prize 2013 has been won by Mike Follett, for his essay titled 'Thinking in 3D'. Follett, currently studying for an MBA at Imperial College Business School, was formerly head of planning at DDB in India and planning director at The ...