Presentations

Feeling Poor and the Allure of the Extraordinary: The Case of Superheroes

Stephanie Tully, University of Southern California

Financial well-being is fundamental to people's lives and key to their overall well-being. Stephanie Tully will present work that examines how “feeling poor” directs consumers' marketplace decisions. In particular, she will provide findings from Google search data, Facebook page likes, and controlled lab studies that demonstrate that feeling poor increases interest in superhero entertainment and merchandise. She will discuss how such findings can be applied across a range of domains.

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