Director / Editor: Victor Teboul, Ph.D.

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Independent and neutral with regard to all political and religious orientations, Tolerance.ca® aims to promote awareness of the major democratic principles on which tolerance is based.

How to rebrand a fish so that it sounds tastier

By Cathrine Jansson-Boyd, Reader in Consumer Psychology, Anglia Ruskin University

Research suggests that the name of a product affects our perceptions of it – before we have even tried it.

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