Article | Harvard Business Review | June 2009

How Concepts Affect Consumption

by Dan Ariely and Michael I. Norton


Duke behavioral economist Ariely and Harvard Business School professor Norton explore how our consumption of concepts influences physical consumption, both positively and negatively.

Keywords: Spending; Marketing Communications; Consumer Behavior; Power and Influence;


Ariely, Dan, and Michael I. Norton. "How Concepts Affect Consumption." Harvard Business Review 87, no. 6 (June 2009).