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...
Authors: Rishad Habib, Ekin Ok, Karl Aquino, Siddhanth Mookerjee and Yann Cornil
Publication: Journal of Consumer Research
Forthcoming
Published online 04 April 2025
Abstract::
RSS