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How to get your customer to splurge

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Reference no: EM133350930

Article 1: Praising Customers for Ethical Purchases Can Backfire by Maryam Kouchaki and Ata Jami

Article 2: The Licensing Effect - How to Get Your Customer to Splurge? by Alex DePaoli

1. Choose one of the studies discussed in the paper that stood out to you the most. What did you find surprising/interesting about this study?

Kouchaki implies that moral licensing can lead to "backfiring", namely selfish behavior. DePaoli seems to disagree and believes that moral licensing is a useful marketing strategy to get customers to splurge.

2. Do you agree more with Kouchaki, that moral licensing is a mistake to be avoided if we are to morally progress as a society? Or do you agree more with DePaoli, in seeing moral licensing as a useful (and effective) marketing technique? Why?

Reference no: EM133350930

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How to get your customer to splurge : The Licensing Effect - How to Get Your Customer to Splurge? by Alex DePaoli.
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