“It’s gotten to the point where the logic of dupes has been sort of flipped on its head,” said Sangeeta Singh-Kurtz. “And people are spending more time and in some cases, more money dupe-hunting than they would if they just bought the original.”
“In the past, we’ve studied social media ads as if they’re just like a billboard or a print magazine ad when they’re not,” said advertising professor Matthew Pittman. “You’re seeing an ad from any number of sources.”