# Professor Henry Assael is interviewed about the consumer response to Gillette's "We Believe" campaign

1 Faculty News January 16, 2019 ![WIRED logo](/sites/default/files/styles/246w/public/assets/images/con_032348.jpg?itok=Wszefc-R)>

Excerpt from [WIRED](https://www.wired.com/story/gillette-we-believe-ad-men-backlash/) -- "Though some people have made hay on Twitter about never using Gillette again, Assael says buying habits, particularly with something as habitual as a razor, are hard to break. He estimates most people don’t really follow through with their threats to abandon a brand over controversies like this."

[Read more](https://www.wired.com/story/gillette-we-believe-ad-men-backlash/)