The mood a consumption environment produces exerts a big influence on how consumers evaluate the products and services that get delivered there.
Greenwashing occurs when companies make false or exaggerated claims about how environmentally friendly their products are. Almost one-fourth of U.S. consumers say they have “no way of knowing” if a product is green or actually does what it claims.
The way an offering is presented carries a lot of weight.
One approach to break through the advertising clutter and ramp up consumers’ engagement with a brand is to create a spectacle, where the message is itself a form of entertainment. In the early days of radio and television, ads literally were performances—show hosts integrated marketing messages into the episodes. Today live advertising is making