SMU Assistant Professor of Corporate Communication Sujin Kim and Boston University Assistant Professor of Public Relations Arunima Krishna conducted a unique study in 2016 which was designed to gauge consumers’ reactions to allegations over gender discrimination against companies they patronised. The team surveyed 473 American consumers by asking each to read a mock newspaper article reporting alleged gender discrimination by companies of which they were customers (i.e. Apple, Nestle, Adidas). It was found that consumer trust in, satisfaction with, commitment to, and loyalty to the companies were greatly reduced.