When selling good karma goes bad

A new study has examined how consumers’ beliefs about karma influence their responses to charitable appeals in advertising. The findings show that people who believe in karma, despite seeing the positive benefits of doing good deeds, do not always respond favorably….

A new study has examined how consumers’ beliefs about karma influence their responses to charitable appeals in advertising. The findings show that people who believe in karma, despite seeing the positive benefits of doing good deeds, do not always respond favorably….