Corporate activism involves firm efforts to demonstrate public support of or opposition to one side of a controversial societal issue. Despite its increasing prevalence, the effects of activism on firm value are unknown. In this talk, Nooshin Warren, Assistant Professor of Marketing from the University of Arizona, explains the effect of activism on firm value. She and her colleagues provide evidence that the large negative effect of activism and boycott by opposing consumers are short-lived while the increase in customer loyalty of the supporting consumers is lasting. Nooshin Warren Ph.D is an assistant professor of marketing at the University of Arizona, Eller College of Management. Her 2019 TEDxUofA talk concerns corporate activism and the formation of the corporation identity. She has won multiple awards for her research including the Mays Business School Outstanding Research Award. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx