# Dean Geeta Menon's research on identity marketing is featured

1 Faculty News April 21, 2014 ![Business News Daily Logo](/sites/default/files/styles/246w/public/assets/images/con_043611.jpg?itok=oFwUEIvE)>

Excerpt from [Business News Daily](http://www.businessnewsdaily.com/6277-how-targeted-marketing-can-backfire.html) -- "'While people may be drawn to brands that fit their identity, they are also more likely to desire a sense of ownership and freedom in how they express that identity,' wrote Amit Bhattacharjee, Jonah Berger and [Geeta Menon](http://www.stern.nyu.edu/faculty/bio/geeta-menon), co-authors of the study. 'Identity marketing that explicitly links a person's identity with a brand purchase may actually undermine that sense of freedom and backfire.'"
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Read more](http://www.businessnewsdaily.com/6277-how-targeted-marketing-can-backfire.html)