There's often an opposing camp pushing for a "buycott" to support the company. New research shows which group has more sway
When a company you like takes a political stance that you oppose—or the CEO makes a statement you disagree with—you may feel pressured to join a boycott. But will it get the results you want?
[This article has been republished, with permission, from Kellogg Insight, the faculty research & ideas magazine of Kellogg School of Management at Northwestern University]