Costello Research Market Research

Whether ordering a pizza to split with friends or planning a family excursion, better communication can help reduce the anxiety that surrounds joint-consumption situations. Sharaya Jones, assistant professor of marketing at the Costello College of Business at George Mason University, recently published research targeting this understudied area of consumer psychology.

A pair of George Mason University marketing professors have unpacked the surprisingly intense and complicated emotional consequences of brand inauthenticity.

It’s one thing to be a force for good behind the scenes. Having consumers reward you for it, however, depends upon a unique combination of elements.