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.
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.
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.
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.
Companies celebrated for strong financial performance may actually be inefficient once their environmental impact is taken into account, according to new research from the University of Surrey.
The study, published in theEuropean Journal of Operational Research, shows that firms that appear highly efficient at generating revenue can perform far worse when their environmental footprint are included in the calculation.
To tackle this problem, researchers developed a new way to measure “sustainable corporate efficiency”, combining traditional financial metrics with environmental data such as energy consumption, carbon emissions and revenues generated from environmentally friendly products and services.
Dr Menelaos Tasiou, co-author of the study and Senior Lecturer in Finance at the University of Surrey, said: “Businesses have long been judged on how efficiently they turn resources into profit. But if those profits come with large environmental costs, the picture changes completely. What we show is that true efficiency means generating revenue while also reducing the environmental damage caused by production. In other words, profitability alone can mask how wasteful a business really is when environmental costs are considered. “
The research analysed more than 2,800 publicly listed companies across 61 countries between 2010 and 2022, creating one of the largest global datasets measuring how sustainable companies are, when both financial performance and environmental impact are assessed together.
The team combined company financial records, in alignment with the green economy (defined as a low carbon, resource efficient and socially inclusive economy), with environmental disclosures such as energy use and greenhouse gas emissions. They then applied a machine learning technique known as Convexified Efficiency Analysis Trees (CEAT) to estimate how efficiently companies convert resources into revenue while minimising pollution.
Unlike older approaches, the method models the reality that production creates both desirable outputs, such as revenue, and undesirable ones, such as emissions. This allows companies to be compared on how well they balance profit with environmental performance.
The results found a moderate link between financial efficiency and environmental efficiency, meaning many firms that are strong financially are not necessarily good at managing their environmental impact.
The study also found large differences across industries and countries. Firms operating in sectors with high emissions, such as manufacturing and energy, often lagged behind leaders that were better at reducing carbon intensity while maintaining revenue.
Dr Tasiou continued: “Measuring efficiency in this broader way can help investors, regulators and policymakers identify companies that are genuinely prepared for a low carbon economy. Stronger management capability plays a key role. Firms with more capable management teams were more likely to balance profitability with environmental responsibility, suggesting that leadership decisions can strongly influence sustainable performance.
“As governments push towards net zero and investors scrutinise environmental performance more closely, companies that fail to integrate sustainability into their operations risk falling behind.”