Praising Customers for Ethical Purchases Can Backfire
Harvard Business Review
OCTOBER 6, 2016
Like leading the way in cup technology with the first U.S. A well-known theory in moral psychology called “moral licensing” suggests that the latter might be true. Moral licensing can also occur as the result of collective behavior. Everything we do, you do. hot cups made with 10% post-consumer recycled fiber.
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