Another summer and another American holiday is upon us. American families are getting together to watch fireworks and enjoy recreational activities such as picnics, cookouts, boating, fishing and camping. And on that note, I ask that you take a moment to reflect on the importance of quality time with your friends and family and on the quality of life that this great country gives to us.

One interesting area of research for marketing professors like me is something called “quality of life studies” or QOL. This research is associated with macromarketing, where we are trying to unders...

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