Insights from Professor Aaron Sackett on Consumer Psychology and Target Boycott

March 13, 2025 - 04:35

Opus College of Business Professor Aaron Sackett recently shared his expertise on consumer psychology in a discussion about the ongoing 40-day boycott of Target. This boycott, initiated by a coalition of activists, aims to protest the company's perceived alignment with certain social issues. Sackett emphasized the psychological factors that influence consumer behavior during such movements, suggesting that boycotts can significantly impact brand perception and consumer loyalty.

He noted that consumers often align their purchasing decisions with their values, and a sustained boycott can lead to long-term changes in a company's market position. The professor highlighted that while immediate sales may decline, the long-term effects on brand equity could be more profound. As consumers become increasingly aware of corporate values, businesses must navigate these dynamics carefully to maintain their customer base.

Sackett's insights shed light on the complexities of consumer behavior in today's socially conscious marketplace, illustrating the potential consequences of collective consumer actions.