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Motivated to Attack: Consumer Aggression Against Brands and Other Consumers

Milne, EthanThe University of Western Ontario2026

Across three essays, I document novel forms of consumer aggression that are not well explained by existing frameworks of consumers' prosocial and antisocial behaviors. In Essay 1, I introduce “Retributive Philanthropy” as a form of charitable giving motived by a desire to punish wrongdoers, rather …

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