Touch can create psychological ownership before checkout. Research reveals what haptic marketing changes in stores, packaging, product video and digital commerce.

Always turned a familiar insult into a participatory brand position. The campaign shows when purpose marketing feels earned—and when it becomes performance.

A field experiment at Petrified Forest National Park reveals how negative social proof can make the behavior a message condemns look normal.

Cadbury’s Gorilla commercial lifted sales without explaining chocolate. The case reveals how emotional advertising creates memory—and where it fails.

A famous Coke-versus-Pepsi experiment reveals how brand memory can influence preference even when the drink itself remains identical.

A famous catalog experiment found that a $39 dress outsold the same dress at $34. The result reveals how price endings work as signals—and where they fail.

The famous jam experiment shows why more options can win attention while a clearer choice architecture wins commitment—and why the effect has important limits.

Share a Coke reveals how self-reference and gifting turned ordinary packaging into a marketing distribution system.

A famous 401(k) study reveals why a preselected choice can outperform persuasion—and when that powerful nudge begins to damage customer trust.

Domino’s turnaround shows why admitting a weakness can strengthen marketing—when the business makes a visible, verifiable change behind the message.