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The 'best ever' marketing strategy? Maybe not, says UGA study

In a study published in the March issue of the Journal of Consumer Research, a team led by UGA Terry College of Business assistant professor Vanessa Patrick finds that people take notice when they feel worse than they thought they would, but -- oddly -- not when they feel better than expected. The message for marketers, Patrick said, is that too much hype can hurt a company when people realize that their expectations haven't been met.

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Keywords: marketing, strategy, maybe, uga, study

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