The consumers most likely to punish companies for controversy鈥攁nd how to win them back
Following a corporate social or environmental controversy, consumers who are less accepting of inequality are more inclined to perceive a company negatively and not purchase its products鈥攈owever, issuing both an apology and a plan to remedy the situation can mitigate these negative perceptions.
This document is for members only; you must be logged in to view it.