Portrait of Darren Dahl

Darren Dahl

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.

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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.