Young Hou

About

University of Virginia, Darden School of Business, Assistant Professor of Business Administration

 

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2 Articles

Illustration of many people with signs protesting. Research Brief / Behavioral Economics

Consumer Backlash to CEO Advocacy: Signaling or Act of Conscience?

An experiment seeks to isolate motivation and raises concerns for outspoken corporate leaders

A nighttime blurry image of a woman and a man walking into a store. Research Brief / Economics

CEOs Risk Alienating Customers with High-Profile Activism

Taking a stand on controversial issues can hurt sales, but the effect is brief