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Cambridge Business Magazine: Having a ‘fling’ with human-like brands

People who suffer social rejection are more attracted to human-like brands like the colourful M&M characters – and are more likely to seek a short-term “fling” relationship with these brands if they blame others (rather than themselves) for the rejection, finds research co-authored by Dr Eric Levy, University Lecturer in Marketing at Cambridge Judge Business School.

Read the full article [edition.pagesuite-professional.co.uk]