How To Tell A Story (A)
Stories are all around us. Stories move us, make us feel alive, inspire us to be more than we would be otherwise. Our appetite for stories is a reflection of the basic human need to understand patterns of life — not merely as an intellectual exercise but as a personal, emotional experience. Learning how to tell a story cannot guarantee the reaching of Truth, but … [ Read more ]
Content: Case Study | Author: Jennifer L. Aaker | Source: Stanford University | Subject: Personal Development
When Does Culture Matter in Marketing?
When does culture influence consumer purchasing decisions? This is a complex and under-examined issue recently explored by Donnel Briley and Jennifer Aaker. Four experiments found that culture-based differences show up when information is processed in a cursory and spontaneous manner. But when there is time to deliberate more – by examining information on the Web, for instance – attempts by advertisers to rely on cultural … [ Read more ]
Content: Article | Authors: Donnel L.Briley, Jennifer L. Aaker | Source: Stanford University | Subject: Marketing / Sales