Price fairness: When do consumers blame the Michelin Man?

If you feel particularly annoyed when Michelin raises the prices of their tires, blame the Michelin Man. According to a new study in the Journal of Marketing, companies whose brands are represented by or associated with human or humanlike figures (think the Michelin Man or Colonel Sanders or Mrs. Paul) are often perceived to be taking advantage of consumers when they raise their prices. —> Read More