How Identity Drives Consumer Decisions

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Uploaded on Sep 04, 2025

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How Identity Drives Consumer Decisions

Why do we choose certain brands? How does our identity shape what we buy—or don’t buy? Tuck School of Business professor Lauren Grewal studies how consumers express themselves through their purchases, how they engage with brands online, and how marketing can improve well-being. In this short video, she explores the link between identity, digital behavior, and meaningful change in the marketplace.

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