How marketing narratives impact on consumer perceptions and purchasing habits

What is it about?

It examines the way marketing food as guilt free alters perceptions of products and explores how these types of feed narratives alter consumer behaviour.

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Why is it important?

It systematically examines now marketing narratives work using concepts of cultural branding and inter passivity. These approaches are helpful in explaining complex consumption patterns and presenting marketers with promotional strategies based on these complex consumption practices.