Outside of the allegations in the case, what the posturing by Shell highlights is the alarming disconnect between corporate social responsibility practices and actual corporate behavior, including the choice of litigation strategy and legal positions.

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Regardless of rising prices, people who eat natural food are unlikely to change that behavior, as it is a lifestyle choice, according to Wolf.

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Public choice theory explains the incentives and behavior of the tens of thousands of government employees who work in the bowels of the Bureau of Labor Statistics, Bureau of Economic Analysis, U.S. Treasury, Office of Management and Budget, Economics and Statistics Administration, and countless other agencies who generate and massage spreadsheets day in and day out.

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But their behavior has become so carefully predictable that the fundamental choice whether to buy at all is gradually vanishing.

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The presence of information and choice, however, does not necessarily drive appropriate behavior.

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And unless we understand what motivates and inspires the players, we have little chance of knowing what buttons to push to create changed behavior among those likely to commit NCAA infractions through their own choice.

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