When Good Deeds Dilute Your Equity

Karen L. Becker-Olsen, Lehigh University
B. Andrew Cudmore, Florida Institute of Technology
[ to cite ]:
Karen L. Becker-Olsen and B. Andrew Cudmore (2004) ,"When Good Deeds Dilute Your Equity", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 78-79.