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.

Authenticity. Corporations chase it. Consumers desire it. Maxim Voronov, Professor of Sustainability and Organization at the Schulich School of Business, studies authenticity in a business context. He breaks it down into two categories, traditionality and originality. Which one a corporation pursues depends on factors such as how large they are and how old they are. In this episode, host Cameron Graham talks to Maxim about his study of authenticity in the Canadian whisky industry.

One way of getting companies to do something about climate change is through tax incentives. But what makes one company take advantage of tax breaks for green technology, while another company does nothing? This is a question Giri Kanagaretnam can answer. Giri holds the Ron Binns Chair in Financial Reporting, Banking and Governance, at the Schulich School of Business.