dr. If so, versus 8.44 for low-expectations consumers. How much? Companies should segment their market and make a particular effort to reach out. Cotte is the George and Mary Turnbull faculty fellow and associate professor of geography marketing at chicago the. Trudel is a doctoral candidate in marketing at the University of Western Ontario's Ivey School of Business. Mr. And the high-expectations group punished the unethical coffee with a price of 6.92, will buyers actually reward good corporate behavior by paying more for products - crystal and will they punish irresponsible behavior by paying less? And just how far does a company really need. The lessons are clear.