Keeping a business safe without a mask mandate requires a nuanced approach
Scientific American
Marketing experts Grant Donnelly and Selin Malkoc, along with PhD student Isabella Bunosso, dug deeper into public response to mask policies and found that businesses are threading a tight needle; consumers use mask policies, or lack thereof, as a proxy for a company’s political identity, leading consumers to punish or reward a business based on the sign that’s on the door.
May 27, 2022