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Tag: guilt

Business And Marketing
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Racial-minority business owners can benefit from ‘white guilt,’ marketing study finds

Racial-minority business owners can benefit from ‘white guilt,’ marketing study finds
STIMULI PRESENTED TO PARTICIPANTS IN EACH CONDITION IN STUDY 3. Credit: Journal of Consumer Research (2025). DOI: 10.1093/jcr/ucaf019

Researchers who explored how consumers’ ethical values can shape their shopping habits suggest that business owners from marginalized racial groups can appeal

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