Morgan Ward
Morgan Ward
Assistant Professor of Marketing, Goizueta Business School
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Cited by
Cited by
Subtle signals of inconspicuous consumption
J Berger, M Ward
The Journal of Consumer Research 37 (4), 555-569, 2010
It’s Not Me, It’s You: How Gift Giving Creates Giver Identity Threat as a Function of Social Closeness
MK Ward, SM Broniarczyk
Journal of Consumer Research 38 (1), 164-181, 2011
Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers' Desire for the Brand
MK Ward, DW Dahl
Journal of Consumer Research 41 (3), 590-609, 2014
The benefit of becoming friends: Complaining after service failures leads customers with strong ties to increase loyalty
N Umashankar, MK Ward, DW Dahl
Journal of Marketing 81 (6), 79-98, 2017
The Same Old Song: The Power of Familiarity in Music Choice
MK Ward, JK Goodman, JR Irwin
Ask and you shall (not) receive: Close friends prioritize relational signaling over recipient preferences in their gift choices
MK Ward, SM Broniarczyk
Journal of Marketing Research 53 (6), 1001-1018, 2016
Gift giving.
MK Ward, C Chan
Cambridge University Press, 2015
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