Vice vs. Virtue (IMAGE) Rice University Caption A new study from Rice University's Jones Graduate School of Business finds that Americans who believe in equality are more-impulsive shoppers. Credit Rice University/Photos.com Usage Restrictions For news media reporting only. License Licensed content Disclaimer: AAAS and EurekAlert! are not responsible for the accuracy of news releases posted to EurekAlert! by contributing institutions or for the use of any information through the EurekAlert system.