Consumer Behavior and Branding with Aaron Ahuvia, Ph.D.
At RUSSO, we talk a lot about consumer behavior and the importance of consumer insight to develop messaging that not only resonates but also inspires.
Today, we welcome Professor Aaron Ahuvia, Ph.D., the world’s leading expert on brand love, i.e. how love works when we love a brand, product, or anything else that isn’t a person. In his new book, The Things We Love: How Our Passions Connect Us and Make Us Who We Are (published by Little, Brown), Professor Ahuvia takes a deep dive into our mysterious, tangled relationships with loved objects and activities, including loved brands and products. He is also a leading expert on the psychology of happiness, focusing on how money, shopping, and spending influence our wellbeing. Also, he has co-authored a United Nations report on happiness and public policy.