Ethan Milne
Assistant Professor Ted Rogers School of Management Ted Rogers School of Business Management Toronto, Ontario ethan.milne@torontomu.ca
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Bio/Research
My research examines the moral and political dimensions of consumer behavior—in particular, why consumers punish, boycott, and act aggressively toward the brands and other people they encounter in the marketplace, and how their moral convictions and political ideologies shape these decisions. Wit...
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Bio/Research
My research examines the moral and political dimensions of consumer behavior—in particular, why consumers punish, boycott, and act aggressively toward the brands and other people they encounter in the marketplace, and how their moral convictions and political ideologies shape these decisions. Within this space, I study a range of behaviors, including consumers who give to charity as a form of retaliation, who purchase products specifically to offend others, and who pursue social status through aggression.
A second, methodological strand of my work takes a metascientific approach to understanding the state of consumer behaviour: how do consumer researchers choose the stimuli they use in their experiments? Are field-level methodological improvements resulting in improved evidentiary quality? How do new tools like LLMs fit into existing marketing research?
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A second, methodological strand of my work takes a metascientific approach to understanding the state of consumer behaviour: how do consumer researchers choose the stimuli they use in their experiments? Are field-level methodological improvements resulting in improved evidentiary quality? How do new tools like LLMs fit into existing marketing research?
Click to Shrink <<