When it is discovered that a particular company is engaged in unethical behavior, many people decide to boycott the company by refusing to buy their services or products. How does boycotting a company put pressure on it to change its ways?

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When it is discovered that a particular company is engaged in unethical behavior, many people decide to boycott the company by refusing to buy their services or products. How does boycotting a company put pressure on it to change its ways?