Highlights – July 2014

Now, let's take a look at the most important research findings from various fields of study.

According to a forthcoming study to be published in theJournal of Consumer Research,when a person's sense of ownership and freedom is threatened, they are less likely to respond positively to identity marketing campaigns.

Identity marketing is hard at work in such themes as, "choosy moms choose Jif peanut butter" and "sports fans subscribe to DirecTV." However, brands need to consider what happens when this type of advertising m.....