051: Ela Veresiu
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051: Ela Veresiu
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このコンテンツについて
Making a simple consumer choice has become a minefield of moralizing and shame. It’s not enough to buy the right products, you have to use them in the right way. Returning guest Dr. Ela Veresiu, Associate Professor of Marketing at the Schulich School of Business, studies how consumer behaviour is moralized.
With her co-authors, she has identified four scripts that people follow in taking a moral position on the products and services they use: hygienic, improvement, holistic, and indulgent.
In this interview, she explains how policy makers can apply these insights to influence public behaviour, and how companies can position their products to align with morally desirable end-states, leaving consumers to choose their own moral path to that end.
Hosted and produced by Cameron Graham, Professor of Accounting at York University. Podcast or Perish is produced with the support of the Schulich School of Business. Visit our website at podcastorperish.ca.