Lego has made amateur architects out of millions of kids, not to mention their parents. Their sets do have a problem with longevity, though, and it’s not so much that those tiny bricks aren’t durable ...

A paper in the Journal of Marketing Research by Page Moreau of the Wisconsin School of Business and Marit Gundersen Engeset of Buskerud and Vestfold University in Kongsberg, Norway asks a question ...