Prof. Eileen Fischer, eminent marketing researcher, talks about the roles that emotional work plays in creating and sustaining alternative markets. If you've ever wanted to "shop local," you'll be surprised to learn how much emotional effort it takes to keep alternative markets running.

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. 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.