Using Money To Express Ourselves

Very interesting:

We might think that we use money mostly to satisfy economic needs, but Paharia has found in her research that we often aim to satisfy psychological ones — whether that means driving a fancy car to show off our social status, or buying coffee at the local shop instead of a chain to express our moral values.

But while we do use money to support causes we believe in, we are often selective about when we express those beliefs — and when we ignore them.

I did not know that “Underdog brand biology” is as real thing.



Boycotts And Buycotts: How We Use Money To Express Ourselves

Source: NPR, 25:42



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