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.<br /><hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>

&lt;p&gt;Back-to-school shopping is more than a checklist; it is a ritual shaped by identity, nostalgia, family decisions, and economic pressure.&lt;/p&gt;&lt;br&gt;&lt;p&gt;Patti Williams, an associate professor of marketing at the Wharton School, explains why the back-to-school season matters so much to parents, students, retailers, and manufacturers. She discusses how families make purchasing decisions, why this shopping period feels emotionally meaningful, and how retailers prepare for one of the most reliable moments on the retail calendar.&lt;/p&gt;&lt;hr&gt;&lt;p style=&#039;color:grey; font-size:0.75em;&#039;&gt; Hosted on Acast. See &lt;a style=&#039;color:grey;&#039; target=&#039;_blank&#039; rel=&#039;noopener noreferrer&#039; href=&#039;https://acast.com/privacy&#039;&gt;acast.com/privacy&lt;/a&gt; for more information.&lt;/p&gt;

Ripple Effect

The Data