Professor Leonard Lee discusses how shopper marketing tools can sometimes motivate consumers to spend less — rather than more.

Read the research brief: http://bit.ly/lee-ideas

Professor Leonard Lee discusses how shopper marketing tools can sometimes motivate consumers to spend less — rather than more. Read the research brief: http://bit.ly/lee-ideas

Leonard Lee: When Shopper Marketing Backfires

Columbia Ideas at Work is a bridge between business research and practice, offering key insights from Columbia Business School’s faculty in a format that is easily accessible to busy executives.

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Leonard Lee: When Shopper Marketing Backfires

Leonard Lee: When Shopper Marketing Backfires