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People are more likely to react to a Black person's story of injustice – even if it happened to someone who is white

  • Written by Anne Hamby, Assistant Professor of Marketing, Boise State University
People are more likely to react to a Black person's story of injustice – even if it happened to someone who is whiteBlack people are seen as more credible speaking on issues of racial injustice. Scott Olson/Getty Images

The Research Brief is a short take about interesting academic work.

The big idea

People appear more willing to boycott a retailer in response to a video message about a consumer’s experience of injustice while shopping when the narrator is...

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