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Category: consumer behavior

Article Correctness Is Author's Responsibility: Pumpkin Spice Latte for the Soul

September 28, 2017 Author: Dr. Sadie Leder-Elder Category: consumer behavior

Fall is here and that means one thing…Starbucks’ Pumpkin Spice Latte is Back! Have you ever wondered why this annual tradition seems to be such a big deal to the general populace? Sure, the pumpkin spice latte (PSL) is delicious, but how…

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Article Correctness Is Author's Responsibility: Too Macho for the Middle? Why Guys Don’t Compromise

February 20, 2017 Author: Jana Lembke Category: compromise

Imagine you and your romantic partner are purchasing a new car together. You both prioritize safety and fuel efficiency, and you’ve identified 3 cars that you mutually like. The first car is extremely fuel-efficient. The second has superior saf…

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