Is It Possible to Decouple a Brand's Performance With Your Distaste?

If lanc armstrong had been caught stealing rather than doping, i'm wondering if you could have decoupled your admiration for lance armstrong the athlete with your distaste. Was the fact that the unethical behavior was in the same domain as his accomplishment that made them difficult to disentangle? In the paper that you reference there, we refer to this notion that you're talking about as moral de coupling. It's based on the fundamental premise that if there is an individual that you have a natural inclination to want to support, then what we know about psychology is that humans will figure out ways to rationalize it....