Opt-Out Effect, The: Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty

Acknowledgments

This journey never would have been possible without the support of dear friends and collaborators. Dean Andrew Boynton of Boston College has been always encouraging and supportive in so many ways. Katherine Lemon, former chair of the BC Marketing faculty and now on leave serving as Executive Director of the Marketing Science Institute, has also provided marvelous and enthusiastic support, always with great ideas along the way to strengthen the research and the thesis.

I am indebted to Jeff Nicolson for his inspiration and for his incredible dedication to Boston College through the years. I am also grateful to Susan Hynes in the Dean’s Office at Boston College for her always cheery way of making things happen. Thanks too to Professor ...