Darren Dahl

Darren Dahl

Opinion Contributor
Darren Dahl is senior associate dean, faculty, director of the Robert H. Lee Graduate School and BC Innovation Council professor, marketing and behavioral science division at the University of British Columbia Sauder School of Business.

Before Applying Envy as a Tactic, Marketers Might Want to Consider Their Consumers’ Self-Esteem

More confident buyers are fueled by jealousy to purchase new products, for instance.