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Professor Adam Alter explains how the wording of luxury real estate listings can impact sales

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Excerpt from The Wall Street Journal -- "'When you talk about extreme wealth, you’ll see terms like "sexy" bandied about,' regardless of the product, said Adam Alter, an associate professor of marketing at the New York University Stern School of Business. Luxury products strive for uniqueness, he says, and it makes sense that sales people use impassioned language to set their brand apart."

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Additional coverage appeared on TIME.