"Sex sells" has been a mantra in marketing for decades. As researchers who study consumer behavior, we've seen plenty of evidence to support it: Attractive models and spokespeople have been shown to ...

Specifically, we found a global average backfire effect of 1.6 —a strikingly high figure. This means that for every 1% gain in environmental textile innovation, there will be an increase in new ...

You’ve probably heard of the backfire effect, the strong tendency for people to dig in their heels when challenged, doubling down on their beliefs not just despite criticism but because of it. The ...