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Kelly Goldsmith Archives

Audiences primed for positive storylines from Winter Olympics

Feb. 9, 2018—This year's Winter Olympics is shaping up to be the feel-good story that U.S. audiences are eager for amid an era of fractious politics, according to a Vanderbilt marketing professor.

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A quest to find ‘the best’ may bring out the worst in shoppers

Dec. 1, 2017—Marketers want to motivate consumers to act in their own self-interest, but they may be encouraging negative behavior such as theft or illegal returns, according to new Vanderbilt research.

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