WVU research shows buyers believe karma, not boycotts should punish brands for bad behavior

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WVU research shows buyers believe karma, not boycotts should punish brands for bad behavior

Consumers who say they believe in karma are more likely to forgive companies that behave immorally than those who don’t, according to a West Virginia University marketing expert. Studies conducted by Kylie Vo, teaching assistant professor at the WVU John Chambers College of Business and Economics, demonstrate that when a consumer thinks the universe will right a corporate wrong, that person tends not to harbor negative feelings toward the corpor…