Affiliation:
1. Associate professor of marketing at California State College, Long Beach
Abstract
Why does the cigarette smoker continue to smoke in face of torrents of data indicating the potential dangers of his habit? Conversely, why did the mere whisper of danger cause cranberry sales to plummet? The magic defenses consumers employ to insulate their favorite vices from unwanted fearful data are examined in this article.
Subject
Marketing,Business and International Management
Cited by
16 articles.
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