Groundedness: Connecting Consumers with Place, People, and Past
New research from S.C. Johnson Professor of Marketing Stijn M.J. van Osselaer and co-authors finds evidence that people want, and will pay a premium for, offerings that strengthen their ties to place, people and the past. "We expect that the importance of this topic to consumers and marketers will only increase as digitization, urbanization and global migration continue to challenge consumers’ connections to place, people and past."
New research from S.C. Johnson Professor of Marketing Stijn M.J. van Osselaer and co-authors finds evidence that people want, and will pay a premium for, offerings that strengthen their ties to place, people and the past. "We expect that the importance of this topic to consumers and marketers will only increase as digitization, urbanization and global migration continue to challenge consumers’ connections to place, people and past."