Join Suzan and Northwestern's Chethana Achar as they discuss how understanding the moral DNA of your market should inform decisions about products at every stage.
January 2023
ExecU Podcast
Episode 10: Morality and Consumer Behavior with Chethana Achar, Northwestern
BRIEF SUMMARY OF EPISODE
Chethana Achar is currently an Assistant Professor Of Marketing at Northwestern University in the Kellogg School of Management. She studies social stigma and how it shapes consumer behavior, with a focus on public health marketing. Chethana investigates how stigmatization of health issues and risky behaviors shapes consumers' likelihood for seeking healthcare support for mental health issues, vaccinations, illness screenings, etc. She investigates a broad spectrum of beliefs about morality, including the strength of moral beliefs and variance in what people perceive to be moral and not moral.
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KEY TAKEAWAY
“We now, in the last 10- 15 years or so, are seeing this sort of value-angle come up to business, where it's not just about defining the features of your product, it's also about what the product stands for and what the person that's selling the product stands for. I think our society clearly has reached this point where moral beliefs and values that go behind a brand are an important feature of the brand itself.”
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https://www.linkedin.com/in/chethana-achar-8192918/
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