> The slightly less rational idea is that you won't shop at their online store because of the name association. Yes, but why is the name association producing

> The slightly less rational idea is that you won't shop at their online store because of the name association. Yes, but why is the name association producing an aversion in this case? If it's simply a matter of not wanting to support a company you find ethically dubious for example (which would perfectly describe Walmart), then it would be perfectly rational to want to avoid it and all its associated ventures. Voting with your wallet and all that.