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Human beings are not perfect. Everyone makes a mistake now and then, and this is why for the most part, we are willing to give people a second chance to redeem themselves and correct their behavior. When it comes to evaluating corporations, the human mindset is completely different. Corporations are not human beings, but they are unique and they are judged by many in the same way that a normal human being would be judged: by reputation.
The only real difference is that corporations are, theoretically speaking, immortal. As long as there is demand, a corporation will remain in business so long as it is able to meet the needs of the consumer. It can be difficult to do so however, when the consumer wants nothing to do with your product or your company.
In many cases this can become a significant challenge for businesses, especially those who find themselves making a mistake or take a direction that is not widely supported. Most consumers actively personify corporations and treat them in much the same way as they would human beings, preferring some over others. Why is this?