“I Couldn’T Help It”: the Role of Perceived Personal Control and Social Norms in Unethical Consumer Behavior

Jennifer Jordan, University of Groningen, The Netherlands
Bob Fennis, University of Groningen, The Netherlands
This investigation examines the interactive effects of consumers’ perceived personal control and social norms on (un)ethical behavior. We find that impaired consumer control increases unethical behavior (but not morally-neutral behavior) – but only when it is supported by immoral, rather than moral or no social norms.
[ to cite ]:
Jennifer Jordan and Bob Fennis (2011) ,"“I Couldn’T Help It”: the Role of Perceived Personal Control and Social Norms in Unethical Consumer Behavior", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 231-232.