Redemption Through Success: When Good Things Happen to Bad People

Eric Hamerman, Tulane University, USA
Jeffrey Parker, Georgia State University, USA
Three experiments show that, because morality is inferred from professional performance, success is as effective as an apology in redeeming the reputation of one who has committed a moral transgression. Using process measures, we show that consumers discount immoral acts in a manner consistent with cognitive dissonance.
[ to cite ]:
Eric Hamerman and Jeffrey Parker (2012) ,"Redemption Through Success: When Good Things Happen to Bad People ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 125-128.