Let's start with what we know: marketing researchers have found that two distinct types of customers respond in starkly different ways to negative publicity. Customers with a low commitment to a brand ...

We are all familiar with those advertisers who tout their product to an extreme degree. Many companies that use consumer testimonials are guilty of such a practice. We all remember the ads for movies ...

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and ...