The Times May 14, 2008 Consumer behaviour might be something with which we are all familiar, but in many instances it remains somewhat of a mystery. If consumers could be read like an open book, then there would be no unsuccessful ad campaigns. So it’s always useful when research comes out that throws light on the kind of issues which tend - usually - to be the province of assumption and conjecture. Take corporate social investment. Does it actually pay off? Do consumers really reward brands that take care to manufacture their products in an ethical or sustainable way? (For example, Starbucks has started to advertise their ethical relationships with coffee growers in third world countries; locally, Woolworths sells pricey pesto produced at a hydroponics project in Beaufort West…it’s been so long since I last got to use alliteration so shamelessly.) Surely, consumer demand should be a major driver of ethical corporate behaviour - so that demand should go straight to the bottom line. No...