Light, Nicholas; Fernbach, Philip M. Keep It Simple? Consumer Perceptions of Brand Simplicity and Risk. Journal of Marketing Research (JMR). Dec2024, Vol. 61 Issue 6, p1152-1170. Evoking simplicity in ...
The average consumer’s desire for simplicity and the average journalist’s desire for a good headline is driving public perception of sweeteners, according to participants of a debate in Brussels.
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