Video: Francine Espinoza Petersen talks about consumer psychology

"Brands and companies can be seen as people" -- Francine Espinoza Petersen, ESMT Associate Professor, introduces her latest research on consumers' emotions and how emotions shape consumers' judgments and decisions. Her research has been published in leading journals, such as the Journal of Behavioral Decision Making and the Journal of Business Research.

"Brands have to be authentic and true to their personality, but they also have to know how to connect emotionally to their customers to generate this loyalty."

Marketing, Organizational Behavior

Consumer Goods and Retail

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