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Business schools have been increasing focus on behavioural economics in recent decades.
25 years ago you would get laughed out of an economics conference discussing it.
5 years ago(AND last year for predictable human irrationality) the Nobel Prize was awarded for it.
Merging legit predictable human behaviour with economics has become a real science(sort of).
I'm starting to think a subset of behavioural economics is going to be(or already is, in this case):
partisan economics
Nike management and board have a legal fiduciary responsibility to shareholders.
My guess is that this SJW campaign was tested with experimental groups and the result was net positive.
If not, they could get successfully sued.
If I'm as right as I am cynical, there are marketing teams experimenting with artificially created "outrage" to get their message heard above the noise.
Basically, corporations knowingly choosing sides in the current political divide in America, not so much for "moral" reasons, but strictly short term financial.
The marketing analytics tests say we should do X to create artificial outrage Y, for profit Z, and screw the consequences and all those on the other side of the divide.
If true, it would certainly magnify the fake news, hot button, car crash rubber neck issues today.
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