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
Black people are seen as more credible speaking on issues of racial injustice. Scott Olson/Getty ImagesThe 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...