What is the No. 1 thing customers value most, according to Wharton marketing professor Cait Lamberton's surveys? Objective value. No. 2? Being treated with dignity, she shared in the first episode of our new Ripple Effect podcast series featuring interviews with The Wharton School faculty authors. Tune in to the full interview with Lamberton on Apple Podcasts, Spotify or the Knowledge at Wharton YouTube. #wharton #marketing #consumerbehavior | Knowledge at Wharton