Exploring Potential Perils of Indirect Marketing (VIDEO)
Caption
T. Bettina Cornwell, a marketing professor at the University of Oregon, says people form quick perceptions about a food product's value when they see a logo of a cause-based organization on the packaging. Based on a study led by her former doctoral student Elizabeth Minton, those perceptions may not be accurate. Marketers, Cornwell says, should take care to avoid unintended meanings that may arise from partnerships of products and causes.
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Charlie Litchfield/University of Oregon
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