09/03/2026
There’s nothing quite like the fresh start of a new school year (or a fresh pack of pencils).
Boston University Questrom School of Business' Carey Morewedge brings a consumer-behavior lens to the annual back-to-school shopping season in a new TIME's article, explaining why these purchases can hold value beyond their practical function.
Morewedge argues that products such as backpacks, sneakers, and school supplies can help consumers signal and embrace new identities—particularly during transitions like starting a new school year. His perspective illustrates how purchasing decisions are influenced not only by what consumers need, but also by the symbolic meaning they attach to products. For retailers and marketers, the insight helps explain why milestone-driven shopping occasions can resonate so strongly with consumers.
Read here: http://spr.ly/6182B1hfbo