Person
Gavan Fitzsimons
Marketing researcher, Duke University
Marketing researcher at Duke University behind a 2017 study finding that assertive, directive advertising ("Buy Now") is rated significantly less likeable by a brand's most loyal customers than a non-assertive ad, while making no difference to less-loyal customers (see Fitzsimons Brand-Loyalty Reactance Study). Cited by Richard Shotton as evidence that Psychological Reactance is strongest among the already-loyal. Referenced, not interviewed.
Discussed in
- Episode 140 — 140-feel-free-to-ignore-this-episode