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  • The Peloton ad angered America. That’s why Ryan Reynolds’ Aviation American Gin ad is so brilliant

    Boston Globe - 12/09/2019

    Alexander DePaoli, an associate teaching professor of marketing at Northeastern, and his colleagues at the University of Miami and Northwestern University, conducted a series of experiments that provoked anger in various test subjects — making them play impossible-to-win games, having them recount a particularly anger-inducing moment in their lives, or DePaoli’s preferred method: “Just asking people about politics.”

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