Why do so many smokers keep smoking despite decades of health warnings? Why do Harley Davidson motorcycles and Ralph Lauren clothing engender such loyalty among very specific types of people? Why do teens and parents always seem to fight and never seem to hear what the other is saying? Wharton marketing professors Lisa Bolton and Americus Reed have found through their research that judgments linked to a person’s identity – from teenager to Republican environmentalist or businessman – are virtually immovable. That has crucial implications for brand identity.
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