Corporate ethics and the conflicted consumer

Karen Fraser (founder of the Fraser Consultancy) and Ben Claxton report that 61% of word-of-mouth conversations portray negative aspects of a brand.

Corporate Ethics and the Conflicted Consumer

Karen Fraser and Ben Claxton

Now that Morgan Spurlock, the US independent film director, famed for the documentary film Super Size Me, is a household name, it should come as no surprise that consumers are quite...