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Price and quality were once considered the dominant forces behind consumer decisions. But, according to recent findings by Siddhanth Mookerjee, Assistant Professor of Marketing at McGill University, this isn’t the full story. Personal values and ideology play an increasingly important role in how consumers make purchasing decisions – particularly when it comes to supporting minority-owned businesses.

In this episode of the McGill Delve podcast, Professor Mookerjee shares findings from his latest study, “Reparative Consumption: The Role of Racial Identity and White Guilt in Consumer Preferences.” He walks us through how white guilt influences consumer choices – even more than other factors like political affiliation, gender, or race. He also discusses the value of consumerism as a reparative act for businesses that experienced discrimination, and how companies should navigate questions of race when engaging with consumers. Eric Dicaire, Delve’s managing editor, hosts this episode.

Read Professor Mookerjee’s study: Reparative Consumption: The Role of Racial Identity and White Guilt in Consumer Preferences | Journal of Consumer Research | Oxford Academic

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ABOUT MCGILL DELVE

McGill Delve is the official thought leadership publication of the Desautels Faculty of Management at McGill University. Learn more at delve.mcgill.ca

Saku Mantere is McGill Delve’s editor-in-chief and is a professor of Strategy and Organisation at McGill University. He also produced all the original music for this podcast. Eric Dicaire is Delve’s managing editor, and he researched, produced, edited, and hosted this episode. 

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