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- Faculty Publications (3)
Show Results For
- All HBS Web (9)
- Faculty Publications (3)
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- 30 Aug 2020
- Working Paper Summaries
Consumers Punish Firms that Cut Employee Pay in Response to COVID-19
- 16 Jun 2015
- Working Paper Summaries
Paying Up for Fair Pay: Consumers Prefer Firms with Lower CEO-to-Worker Pay Ratios
- 10 Aug 2015
- Research & Ideas
Why a Federal Rule on CEO Pay Disclosure May Get You In Trouble With Customers
Lower CEO-to-Worker Pay Ratios. “The perception of wage fairness affects purchasing intentions” "The perception of wage fairness affects purchasing intentions," says Bhavya Mohan, a doctoral student in the... View Details
- 07 Jul 2015
- News
Want more customers? Lower your CEO’s pay.
- Web
Marketing - Doctoral
Marketing Recent Placement Ta-Wei (David) Huang, 2025 National University of Singapore, Marketing Department Advisors: Eva Ascarza (Chair), Sunil Gupta , Jeremy Yang , and José R. Zubizarreta Serena View Details
- 2020
- Working Paper
Consumers Punish Firms That Cut Employee Pay in Response to COVID-19
By: Bhavya Mohan, Serena Hagerty and Michael Norton
Two experiments, including one incentive compatible study, examine the impact of cutting pay for executives versus employees in response to COVID-19 on consumer behavior. Study 1 explores the effect of announcing cuts or no cuts to CEO and employee pay, and shows that... View Details
Keywords: Employee Furloughs; CEO Pay Cuts; Pay Ratios; Purchase Intention; Health Pandemics; Employees; Wages; Executive Compensation; Consumer Behavior
Mohan, Bhavya, Serena Hagerty, and Michael Norton. "Consumers Punish Firms That Cut Employee Pay in Response to COVID-19." Harvard Business School Working Paper, No. 21-020, August 2020.
- April 2018
- Article
Consumers Avoid Buying from Firms with Higher CEO-to-Worker Pay Ratios
By: Bhavya Mohan, Tobias Schlager, Rohit Deshpandé and Michael I. Norton
We document a novel driver of consumer behavior: pay ratio disclosure. Swiss corporation performance data gathered during a legally mandated pay ratio referendum reveals that salient high pay ratios are associated with decreased firm sales (Pilot Study). An... View Details
Keywords: Pay Ratio; Wage Fairness; Purchase Intention; Customers; Wages; Fairness; Consumer Behavior
Mohan, Bhavya, Tobias Schlager, Rohit Deshpandé, and Michael I. Norton. "Consumers Avoid Buying from Firms with Higher CEO-to-Worker Pay Ratios." Special Issue on Marketplace Morality. Journal of Consumer Psychology 28, no. 2 (April 2018): 344–352.
- July 2021
- Article
Consumers—Especially Women—Avoid Buying from Firms with Higher Gender Pay Gaps
By: Tobias Schlager, Bhavya Mohan, Katherine DeCelles and Michael I. Norton
We document a unique driver of consumer behavior: the public disclosure of a firm’s gender pay gap. Four experiments provide causal evidence that when firms are revealed to have gender pay gaps, consumers are less willing to pay for their goods, a reaction driven by... View Details
Keywords: Pay Gap; Perceived Wage Fairness; Purchase Intention; Gender; Wages; Fairness; Perception; Consumer Behavior
Schlager, Tobias, Bhavya Mohan, Katherine DeCelles, and Michael I. Norton. "Consumers—Especially Women—Avoid Buying from Firms with Higher Gender Pay Gaps." Special Issue on Consumer Psychology for the Greater Good. Journal of Consumer Psychology 31, no. 3 (July 2021): 518–531.