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This article reports on the outcome of a recent study by Nailya Ordabayeva (RSM) and Pierre Chandon (INSEAD, France). They examined the way equality influences the consumption decisions of people in the bottom tiers of social groups. They found the equality increases the social gain provided by spending
This article reports on the outcome of recent study by Nailya Ordabayeva (RSM) and Pierre Chandon (INSEAD, France). They examined the way equality influences the consumption decisions of people in the bottom tiers of social groups. They found the equality increases the social gain provided by spending