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When consumers search for authenticity: In the eye of the beholder?

Is McDonald's an authentic brand? What about Marlboro? According to a new study in the Journal of Consumer Research, consumers are able to find authenticity in unlikely places.

Taste sensation: Ads work better if all senses are involved

Corporations spend billions of dollars each year on food advertising. For example, Kraft Foods, PepsiCo, and McDonald's each spent more than $1 billion in advertising in 2007. A new study in the Journal of Consumer Research suggests those advertisers are missing out if their ads only mention taste and ignore our other senses.

More 'McBang' for your 'McBuck'

McDonald's seems recession-proof, its profitability apparently untouched by the newest economic crisis to hit America. Though the average family may not be able to eat out in style, they can afford a Dollar Menu double cheeseburger - or four.



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