Associate Professor Cass Shum (Hospitality) and her co-authors won the Meritorious Paper Award with their paper, "#RudeCustomers: The effects of social media posts about customer mistreatment on viewers’ moral distress and boycott intentions" [Shum, C., Jiang, W., Granito, K., & Bai, B. (2026, February)]. The paper was presented at the February 2026 ICHRIE Eta Sigma Delta (ESD) Undergraduate Research Symposium, in Boston, Mass.
