Indulge. Repent. Repeat.

05/8/2006 | USA Today

Savvy marketers are trying to appeal to both the best and worst impulses of consumers as they "swerve between the two extremes," according to Denny Marie Post, chief concept officer at Burger King Corp. Even brands synonymous with indulgence, such as Ben & Jerry's, attempt to balance their marketing message with a responsible corporate image to help consumers feel better about buying the product.

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