Minority business owners can benefit from guilt marketing

Ģ��Ƶ — Mon, 04 Aug 2025 17:46:06 +0000

A recent study published in the Journal of Consumer Research found that white consumers with higher levels of ‘white guilt’ were more likely to buy from a Black-owned business than from a white-owned one—even if the Black-owned business was more expensive or had lower customer ratings. “The marketplace is becoming increasingly shaped by ideology and values,” says Siddhanth Mookerjee, an Assistant Professor at Ģ��Ƶ Desautels and a co-author of the study.

Ģ������Ƶ Desautels Faculty of Management - Siddhanth Mookerjee's Recent Media Coverage

Minority business owners can benefit from guilt marketing

Ģ��Ƶ Desautels Faculty of Management - Siddhanth Mookerjee's Recent Media Coverage