Love & Money: Why it’s so hard to give up guilty pleasures like McDonald’s and Louis Vuitton [MarketWatch]
McDonald's Corporation (MCD)
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Source: MarketWatch
Why it’s so hard to give up guilty pleasures like McDonald’s and Louis Vuitton One person worried that his Louis Vuitton LVMH, -1.05% merchandise would rankle family members with less money. Another said that his penchant for going to McDonald’s MCD, -1.28% alone gutted a healthy-living image. These people, who were part of a new study, still bought their luxury goods and fast-food meals. But they just were careful how they went about it. Embarrassment, conformity and avoiding conflict are some of the reasons people keep certain purchases secret, according to a new study looking into cravings that dare not speak their name. Whatever the unspoken item, the research said the covert consumer psychology yields a common result: An even stronger bond to the brand than if the buyer was open about buying it. That makes buyers indulging a guilty pleasure a lot like lovers locked in an illicit relationship, said marketing professors Veronica Thomas, associate professor in the Department o
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MCD
News
- Affordability isn't enough. Fast-casual restaurants need a fandom-first approach [Fortune]Fortune
- Jim Cramer Says “Buy, Buy, Buy the Stock of McDonald's” [Yahoo! Finance]Yahoo! Finance
- The Recession-Resistant Playbook: How Franchises Can Stay Strong In Uncertain Times [Forbes]Forbes
- McDonald's Corporation (NYSE:MCD) is largely controlled by institutional shareholders who own 74% of the company [Yahoo! Finance]Yahoo! Finance
- I left consulting to begin teaching at Dartmouth right before the release of ChatGPT. Disruption is always messy—and there's always a twist [Fortune]Fortune
MCD
Earnings
- 11/5/25 - Miss
MCD
Sec Filings
- 12/2/25 - Form 4
- 12/1/25 - Form 144
- 11/26/25 - Form 4
- MCD's page on the SEC website