Why Back-to-School Shopping Is About More Than Supplies

ABOUT THE EPISODE Back-to-school shopping is more than a checklist. Patti Williams, associate professor of marketing at the Wharton School, explains why a new backpack, pair of sneakers, or lunchbox can mean so much to families.

In this episode of The Ripple Effect, Patti discusses the consumer psychology behind one of retail’s most reliable seasons. She explores how parents and students navigate needs, wants, budgets, identity, and nostalgia, and why retailers and manufacturers plan so carefully for this annual wave of demand.

ABOUT THE PODCAST Every day, business scholars answer pressing questions in their research - but what do their insights mean for you? In this podcast, Wharton faculty dive into what inspired their studies and how their findings resonate with the world today. Learn how research insights translate into knowledge you can use, with host Dan Loney.

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