Barilla is the world’s biggest pasta maker, and their American headquarters are in suburban Bannockburn. But when company head Guido Barilla said he would never make an ad featuring a gay family, and if gay people don’t like it they can eat someone else’s pasta, social media exploded. Some are calling for a boycott. But do boycotts work? And under what circumstances? We talk with Brayden King of Northwestern's Kellogg School of Management who explains why some boycotts are effective and others are not.
(Photo: Flickr/simon zalto)