Working across entirely different consumer categories showed the same underlying truth: Adoption patterns always trace back ...

AI, trust, wellness, value, authenticity and proof-led sustainability with real-world examples and brand action ...

Consumer behaviour encompasses the complex processes by which individuals select, purchase, use, and dispose of goods and services. This field integrates insights from psychology, economics, sociology ...

Credence goods are services for which consumers find it challenging to assess quality, even post-consumption. In these markets, experts possess superior information, creating a potential for fraud, ...

The authors do not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and have disclosed no relevant affiliations beyond their ...