Behavioral Science For Brands: Leveraging behavioral science in brand marketing. cover image

How Oatly used the messenger effect to become the world's most successful milk alternative

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

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The Power of Relatability and Shared Identity in Behavioral Influence

This chapter examines how perceived similarities among individuals, particularly within fan cultures, affect their willingness to help others. Through experiments involving soccer fans, it highlights the significance of in-group identity and the potential for broader shared identities to enhance prosocial behavior.

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