Companies: how to make consumers change their minds

Changing people’s minds is hard. Especially when moral beliefs are at stake.

How do you get someone to watch American football if they think it’s unethical because the sport causes concussions? Or to download a social networking application if you are concerned that your personal data will be sold by a company, which may be related to moral wrongdoing? Even companies that produce lab-grown meat are dealing with consumers who are ethically disturbed by products they consider artificial.

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