3 Questions for…Anne Bowers

In February, Anne Bowers, an associate professor of strategic management at the University of Toronto’s Rotman School of Management, published a study that found, all things being equal, consumers will pay less for an engagement ring that was involved in a divorce. Bowers (pictured) discusses her findings with JCK.  Why did consumers want to pay less for a “divorced” ring? Anne Bowers: Some thought it was socially inappropriate, or they wouldn’t want a ring like this, or that this ring is tainted, and you don’t buy tainted rings. If you go to wedding chat boards, that is one [question] that comes up quite frequently: Is it appropriate to accept someone’s used rings? The general consensus was that a ring from a divorce was not. Someone said, “I’d rather have tinfoil than a tainted ring.” People are very clear that this is something wrong. Is it mostly super

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