Why would companies be coy about doing good things?
- Senior Lecturer in Marketing, University of Bath
The festive season is a time for gift-giving. But beware of last-minute, thoughtless gifts. In addition to the monetary value, the personal investment counts.
Les fêtes de fin d’année sont l’occasion d’offrir des présents. Mais gare au cadeau fait à la dernière minute sans trop réfléchir. Outre la valeur monétaire, l’investissement personnel compte.
Present giving can bring ‘vicarious pride’.
Consumers would rather see the prices of their favourite products go up than have them resemble knockoffs.
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