Boycotts Are Rough. Memes May Be Worse.

Brands who are called out on social media because of the causes they support risk not just a boycott, but also a higher likelihood that customers will go out of their way to lie, cheat and steal from them, says new research.

How Do You Win Over a Tough Audience?

Reluctant consumers have three main ways to resist advertising. They can avoid it, contest it or look within themselves for empowerment. But marketers have tricks of their own.

Colin Kaepernick and Nike's Long Game

After the stock market dip and the protests on social media, the core sentiment behind Nike’s controversial new ad campaign will remain standing, a Maryland Smith professor says, likely taller than before.

How Boxes Are Changing How You Shop

If it’s starting to seem like every consumer category now has a subscription services you could belong to, that’s no illusion.

Even More at Stake for Brands in the Hashtag Era

Companies called out by hashtag movements like #BoycottStarbucks face not just a potential loss of revenue, but also a rising likelihood that customers will go out of their way to lie, cheat and steal from them.

Shield Your Brand From Customer Misbehavior

Smith School professor Amna Kirmani explores how a company's corporate social responsibility activities might influence whether consumers will try to cheat the company.

Empathy for the Benevolent Underdog

Upstarts lacking a proven track record can offset their disadvantage by explicitly promoting themselves as highly moral. Sympathetic consumers will respond.