Aug 8, 2014
Booth Research Shows What Really Shapes Desire
A recent study from Ayelet Fishbach, Professor of Behavioral Science and Marketing at the Booth School of Business, and co-author Xianchi Dai of Chinese University of Hong Kong. Titled “How Non-Consumption Shapes Desire”, has found if a person is aware of a substitute for something, the longer they have gone without, the weaker their desire for the non-consumed good becomes. Continue reading…
