Lalin Anik

As consumers have become aware of the waste generated by the apparel industry and as Marie Kondo’s decluttering approach has gained popularity, many are increasingly interested in resale, rental or refurbished fashion. One startup tested the waters, using behavioral science to enrich its business model and structure marketing campaigns.

Every hot youth brand faces the core dilemma of how to expand without diluting its appeal as exclusive. The case of streetwear brand Supreme is extreme: Its identity is tied to ultra-small distribution and a “you chase us” marketing model. How can a brand grow when part of its appeal is due to scarcity? Especially in the context of a pandemic?

The greatest global health challenge for children is disease related to water, sanitation and hygiene. To address these health challenges, Sesame Workshop and World Vision established the Wash Up! initiative with the ultimate goal of reducing the number of children suffering or dying from preventable and treatable diseases.

A feeling so common it has an acronym: fear of missing out. But what happens when activities are unavailable due to the coronavirus? Lalin Anik, an expert on consumer behavior and social connections, discusses FOMO in the pandemic: how it’s changed shape, the effect on mental health, and how we may balance it with risk aversion as states open up.

University of Virginia Darden School of Business Professor Lalin Anik joins the Batten Institute’s Sean Carr to explore the evolution of consumer behavior in response to COVID-19, how brands are reacting, and what the future may hold as people look to them for trust and meaning amidst the uncertainty.

Top stories from Ideas to Action in February 2020

People are romantically drawn to warm, kind people who treat others well. But when it comes to how a partner treats us, we really want special treatment. Both desires stand to reason, but are they equally important? (Hint: They’re not.) What are we willing to sacrifice to get what we want from a partnership?

Influencer marketing is a key way to engage potential customers, build loyalty and drive a message to a larger market in an organic way. Darden marketing experts provide insights for aspiring influencers and marketers eager to analyze their effect.

Research shows that consumers don’t just make decisions based on personal beliefs, attitudes and preferences — at least not those in close relationships when choosing shared experiences. How can this information benefit relationships and marketing strategy?

What makes a product or person “cool”? Darden Professor Lalin Anik presents a theory of coolness and explains four traits that contribute to coolness.