Outside the Lab: Pure and Simple

Albert Einstein taught himself the violin and would play duets with Max Planck, fellow Nobel Prize winner and the “Father of Quantum Theory,” on piano. Marie Curie rode her bicycle to clear her mind ...

Can LeBron James Sell Insurance?

From a consumer perspective, what happens when a celebrity endorses different products in two advertisements that appear in the same magazine? Do you remember both equally? One better than the other?...

Pain of Spending That Last Dollar

A study by Robin Soster confirms the “bottom-dollar effect,” which occurs when a consumer’s satisfaction with a product decreases as the consumer’s budget is exhausted. Participants whose purchases d...