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Episode 051: Ela Veresiu
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.