We test an information theory of prosocial behavior whereby ego utility and self-signaling crowd out the effect of consumption utility on choice. The data come from two field experiments involving ...

It’s sometimes said that people buy products they don’t really need, with money they don’t really have, to impress people they don’t really like. This behaviour is known as conspicuous consumption ...

For decades, companies measured brand strength through awareness: reach, impressions and audience size. Yet across retail environments, fan conventions and digital communities, a different metric has ...