Makena Bauss - Vote With Our Wallets

When a company makes a mistake sometimes people try to respond with a boycott. That type of protest can require people to "vote with their wallets". The boycott doesn't always work because people have a tendency to voice their dissatisfaction with a company's behavior but don't always follow through when it comes to action. Why is that? Producer Makena Bauss share some research that tries to explain.