The Cost of Conviction: Consumer Response to CEO Activism
UVA Darden
MARCH 18, 2024
External Validation or Internal Motivation In a study of roughly 1,200 people, Darden Professor Young Hou and co-author Christopher Poliquin (UCLA) found that personal belief is enough to drive purchase decisions absent social validation. Darden Professor Young Hou authored “ Political Consumerism: Ideology or Signaling?
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