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Have you been offended by a discriminatory or harmful ad? You might just buy the product it’s promoting

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Time plays a key role in consumer behavior, especially concerning the purchasing patterns of vulnerable groups in society who have been ridiculed in offensive and discriminatory ads. Ben-Gurion University researcher Dr. Enav Friedmann examined the long-term reactions of consumers from discriminated groups after exposure to offensive advertising. Such advertising often manifests in marketing messages that demean excluded groups, reinforce harmful stereotypes, or cross social norms.

Their findings were published last month in Psychology & Marketing. Dr. Friedmann is a member of the Department of Business Administration at Ben-Gurion University of the Negev. She is the head of the LBM research lab, which focuses on marketing,

“The social and psychological implications of such advertisements are profound,” explains Dr. Friedmann. “Socially, they normalize prejudice, perpetuate stereotypes, and undermine efforts to achieve equality. We decided to examine these conflicts of social identity combined with consumer behavior. This is a topic that hasn’t been researched enough, but it has significant implications for individuals, groups, and businesses in society.”

The Study’s Approach

To this end, three independent experiments were conducted. They examined the impact of exposure to insulting advertisements or those excluding vulnerable groups (women and people of color) at two time points: immediately upon exposure to the ad, and then 10 days or a month later.

The offensive ads were designed to be inspired by authentic advertisements from companies, which contained offensive content toward women and people of color. A total of 640 women and men, both light-skinned and dark-skinned, participated in all the experiments and answered questions related to the brand and their personal feelings.

Key Findings

In the first experiment, a hypothetical ad for a body soap brand called “BubbleSoap” was presented, with a racist implication toward people of color. A dark-skinned family was shown in the ‘before’ image and a light-skinned family in the ‘after’ image. It was found that dark-skinned participants who felt their ethnic group was severely discriminated against, and tended to identify less with their group, showed a higher purchase intention for the BubbleSoap brand ten days later compared to participants who did not feel their ethnic group was discriminated against.

The second experiment involved an offensive advertisement toward women for a real brand. Participants were randomly exposed to either non-offensive sexist ads or offensive sexist ads. The offensive version was identical but included the text: “Women, I’m sick of you! I get tired of all of you so quickly,” with the well-known tagline below: “You’re not you when you’re hungry.” This ad was inspired by real candy bar ads that mock the idea of men respecting women and aggressively disparage women under the guise of sarcastic humor.

After about a month, it was found that women who identified their gender group as significantly discriminated against, and tended to identify less with the female group, were more likely to choose the brand that offended their group. The choice was made at each time point by choosing between three chocolate brands. Of course, the respondents’ initial preference for the offensive brand was considered.

In the third experiment, neurological measurements were taken using an EEG device in a lab experiment for a construction company. Participants were randomly exposed to either offensive or non-offensive sexist ads. The offensive version included the text: “She thinks she understands… In big decisions, don’t let her decide!” Participants were asked to describe their feelings toward the brand at two points in time. The researchers measured the activation of the participants’ right and left frontal brain regions during a brand feeling task. After ten days, among women who identified their group as significantly discriminated against, and tended to identify less with the female group over time, increased activity was found in the left frontal areas (compared to the right) of the brain. These areas are known in the literature to indicate a desire to approach a stimulus.

Photo by Marcus Herzberg from Pexels.com

The Paradoxical Phenomenon

The findings revealed a paradoxical phenomenon: participants who reported high levels of perceived discrimination against their group, and over time tended to identify less with the offended group, actually showed an increasing preference for the brand that insulted their group. This was measured through purchase intention, actual product choice, or brain responses indicating an approach toward the brand.

This phenomenon aligns with theories of disidentification, a process in which individuals from vulnerable groups come to understand the long-term consequences of harm to their group (reduced self-esteem and group-esteem).

Those who feel their group is significantly discriminated against and tend to reduce their identification with the group in order to protect their sense of self-esteem, tend to do so by approaching the object that harmed their group over time.

“The research findings deepen our understanding of how identity threats affect responses in advertising contexts and highlight the ethical considerations brands must address when formulating campaigns,” explains Dr. Friedmann. “This research delves into the psychological complexity of identity regulation as a result of exposure to threatening content for consumers.”

Implications and Recommendations

The study results do not suggest that offensive-discriminatory advertising is an effective marketing strategy. Most participants exposed to this content did not demonstrate more positive attitudes or behaviors than those in the control group; rather, it was a specific limited group of people who reacted positively to it. On the contrary, such advertisements can exact a significant psychological toll on individuals belonging to discriminated groups. These findings reinforce the importance of adopting an ethical approach to identity-based marketing and avoiding tactics that exploit social vulnerability for strategic profit.

In accordance with the study’s findings, the researchers recommend adopting an approach that involves enforcement and clear criteria to prevent harm to various population groups.

“Enforcement against offensive and discriminatory marketing is essential to protect the well-being of individuals and foster a more egalitarian society. As a society, we must develop specific criteria for controlling offensive advertisements, as is customary in the UK, and impose significant financial penalties on those who violate them,” concluded Dr. Friedmann.

The Research Team

The research team included: Eliran Solodoha from the Peres Academic Center, Sandra Maria Correia Loureiro from the University of Lisbon, and Lior Aviali, LBM Lab Manager, from Ben-Gurion University of the Negev.

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Modern slavery is a business decision – not an accident

Many organisations focus on compliance, reporting and audits, yet fail to build the relationships and trust needed to identify and tackle exploitation. In some cases, competitive pressures and mistrust between firms actively prevent collaboration that could reduce risks. 

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Modern slavery persists because the way global supply chains are designed allows it to remain hidden, according to new research led by Professor Glenn Parry from the University of Surrey and Dr Mike Rogerson at the University of Sussex.  The findings argue that exploitation often stems from business decisions that cut costs by pushing work further down the supply chain, leaving companies with little direct contact with workers and less visibility over how they are treated. 

Around 27 million people worldwide are estimated to be living in conditions of modern slavery, embedded within the production of everyday goods and services. While governments have introduced laws to force companies to report on risks, the research suggests that disclosure alone is not changing behaviour in a meaningful way. 

Instead, firms often maintain distance from the most vulnerable parts of their supply chains. This distance can be geographical, organisational or even digital, such as the use of algorithms that control workers without direct oversight. As a result, companies rely on indirect signals rather than engaging directly with workers, leaving serious gaps in knowledge and accountability. 

The special issue on “Modern Slavery and Supply Chain Management”, published in Supply Chain Management, brings together insights from multiple international studies across sectors including construction, social care, logistics and global manufacturing. Drawing on interviews with practitioners, workers and experts, as well as analysis of corporate reports and policy frameworks, the work examines how governance, partnerships and digital systems shape labour conditions across complex supply networks. 

Glenn Parry, co-editor of the issue and Professor of Digital Transformation at the University of Surrey, said: “Modern slavery is a problem buried in supply chain structures and it is often the result of how those chains are built and managed. When companies prioritise cost and efficiency above all else, they create the conditions where exploitation can thrive.”

The research found that many organisations focus on compliance, reporting and audits, yet fail to build the relationships and trust needed to identify and tackle exploitation. In some cases, competitive pressures and mistrust between firms actively prevent collaboration that could reduce risks. 

It also finds that partnerships between businesses, governments and NGOs can help, but only when they are built on genuine understanding and shared goals. Superficial collaboration risks becoming a tick-box exercise rather than a driver of real change. 

A major recommendation is to shift focus from reporting to knowledge. Companies need to invest in understanding their supply chains in depth, including listening directly to workers. Bringing “upstream voices” into decision making is seen as critical to designing effective anti-slavery measures. 

Professor Glenn Parry added: “If we are serious about tackling modern slavery, we need to stop treating supply chain complexity as an excuse. It is often a choice. That means it can be changed.” 

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Long-serving CEOs may weaken innovation, study finds

Companies led by long-serving chief executives may become less innovative over time unless challenged by strong independent boards.

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A new study from the University of East London has found that companies led by long-serving chief executives may become less innovative over time unless challenged by strong independent boards.

The research examined 215 FTSE 350 companies over an 11-year period between 2010 and 2021. It explored how CEO tenure and independent directors influence a company’s “R&D knowledge stock”, which is the research, expertise and technological capability built through investment in innovation.

The study published in the journal Corporate Governance found that CEOs who remain in office for many years often become more cautious and less willing to back risky research and development projects. These companies were more likely to reduce investment in innovation and long-term technological growth.

Firms with higher numbers of independent directors were more likely to continue building innovation capacity with experienced CEOs and independent directors forming an effective partnership, to combine deep company knowledge with outside challenge.

However, both experienced CEOs and independent directors become more cautious and less willing to back risky research and development projects when the company fails to meet performance aspirations, suggesting that independent directors do not have stable risk preferences.

The findings suggest that innovation is shaped not only by technology and finance, but also by leadership culture and corporate governance structures.

Author Dr Igbekele Sunday Osinubi, of the Royal Docks School of Business and Law, said: “Long-serving CEOs can bring valuable experience and stability, but there is also a risk that leaders become too cautious or too attached to existing ways of thinking. Our findings show that independent directors play an important role in encouraging companies to continue investing in innovation, especially during difficult periods when firms may otherwise retreat from long-term research and development.”

He added: “This matters beyond individual companies. Innovation drives productivity, competitiveness and economic growth. The study highlights how governance structures can influence whether firms continue building the knowledge and technologies that shape future industries.”

The paper argues that regulators and policymakers should consider governance reforms and incentives that encourage long-term innovation strategies, particularly in firms led by long-serving executives. The findings may also influence how boards think about CEO succession planning, oversight and the balance between short-term financial pressures and long-term investment.

Osinubi’s research, “Long CEO tenure, independent directors and R&D knowledge stock: the moderating effect of performance shortfalls”, was published in the Corporate Governance: The International Journal of Business in Society

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Office owners or managers, take note: Increased risk of bullying in open-plan offices

In traditional open-plan offices it is easier to notice colleagues’ shortcomings and become irritated by them. If someone gets frustrated and takes it upon themselves to “do something about” a colleague’s behaviour, and there are no clear guidelines for handling such situations, there is a risk that it may escalate into bullying. Those who are subjected to bullying lack access to a private space for retreat. 

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Open-plan offices entail a clearly increased risk of workplace bullying compared with employees having their own office or sharing with just a few colleagues. This is shown in research from Linköping University, Sweden. 

“Increased bullying is a tangible negative consequence of how you choose to organise the workplace. It’s important to highlight this, as it hasn’t previously been examined,” says Michael Rosander, professor at the Division of Psychology at Linköping University.

Open-plan offices, where many employees share the same space, have become increasingly common. Employers often justify this development as a way to use premises more efficiently and to encourage creative interactions between employees. However, research has shown that open-plan offices do not promote health, job satisfaction or productivity.  

Until now, it has been unclear whether open-plan offices also affect the risk of bullying and employees’ motivation to look for another job. Through surveys of more than 3,300 randomly selected individuals in employment in Sweden, Michael Rosander has now provided an answer. The results are published in the journal Occupational Health Science. 

Thirty per cent of those with some form of office-based work reported that they worked in a traditional open-plan office with no access to private space. Thirteen per cent worked in so-called activity-based offices, where employees spend part of their time in an open-plan environment but also have access to designated rooms for tasks requiring peace and quiet. The remainder had their own office or shared one with only a few colleagues.

For traditional open-plan offices, the survey responses showed a clearly increased risk of bullying compared with those who had their own office or shared an office with only a few colleagues. The difference remained regardless of factors such as personality traits and the extent of remote working. This suggests that the problems are indeed caused by the work environment in the office.  

The researchers’ explanation is that in traditional open-plan offices it is easier to notice colleagues’ shortcomings and become irritated by them. If someone gets frustrated and takes it upon themselves to “do something about” a colleague’s behaviour, and there are no clear guidelines for handling such situations, there is a risk that it may escalate into bullying. Those who are subjected to bullying lack access to a private space for retreat. 

Activity-based open-plan offices, by contrast, showed no increased risk of bullying, likely due to the availability of private spaces. However, in both types of open-plan office, employees were more likely to consider changing jobs. One possible explanation is that activity-based offices also involve more distractions, according to Michael Rosander.

For employers who have introduced, or are planning to introduce, open-plan offices, there are some lessons to be learned. One is to be prepared to deal with irritation and conflicts before they escalate. Another is the importance of providing rooms where employees can work undisturbed. Placing individuals with similar needs and tasks near one another may also reduce the risk of disruption.

“Traditional open-plan offices are in themselves negative for the individual, for productivity, and make people more likely to leave their job. Social interaction also suffers. So it’s worth considering how to handle it,” says Michael Rosander.

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