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This paper explores the consumer value of publicly associating oneself with a brand image. The economic value of such association to the consumer of a brand is coming from its affect on the information exchange between consumers engaged in a search for partnerships with each other. It turns out that the brand use can be valuable to consumers for communication even when they do not have the prop...

Current Biology Immediate Early Publication Copyright ©2005 by Cell Press Published Online January 27, 2005 DOI: 10.1016/xxx Monkeys Pay Per View: Adaptive Valuation of Social Images by Rhesus Macaques Robert O. Deaner,* Amit V. Khera, and Michael L. Platt Department of Neurobiology Duke University Medical Center Durham, North Carolina 27710 Center for Cognitive Neuroscience Duke University Med...