HIGHLIGHTS
- who: Tingyi Wang and Rong Chen from the School of Economics and Management, Tsinghua University, Beijing, China have published the paper: It Reminds Me of My Happy Childhood: The Influence of a Brand Logo’s Holiday Atmosphere on Merchandise-Related Nostalgic Preference, in the Journal: (JOURNAL)
- what: This that of logos a positive contextual has(Study a significant effect occurs because consumers exposed to a strong (vs. weak) generate effect consumers' preference. moreBy childhood resulting inon significantly more choices of products (Study 2). taking aimagery novel perspective mental imagery the authors propose that consumers prefer . . .
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