Why do your politics show up in your shopping cart? Why does a $3 “sustainability fee” feel more offensive than a $3 price increase? Why do some brand controversies go viral while others disappear overnight? These are the questions I’ve spent the last decade answering. I’m Shreyans Goenka, a marketing professor at Virginia Tech and a researcher specializing in consumer ethics — the hidden moral logic that drives everyday purchasing decisions. My work sits at the intersection of psychology, politics, and the marketplace. My research has been published in the field’s top journals and covered by CNN, Science Magazine, the Cornell Chronicle, Eureka Alert, and others. I am available for media commentary, speaking engagements, and consulting with brands and organizations navigating ethica...