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The Cost of Conviction: Consumer Response to CEO Activism

UVA Darden

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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Take a Stand or Sit One Out? CEO Activism and Partisan Consumer Behavior

UVA Darden

Darden Professor Young Hou explores these questions in “ The Effects of CEO Activism: Partisan Consumer Behavior and Its Duration ,” published in Strategic Management Journal. Changes in shopping behavior were most pronounced for four weeks and dissipated completely by 10 weeks, Hou notes. Who Cares and How Much? .