Tip of the Hat, Wag of the Finger: How Moral Decoupling Enables Consumers to Admire and Admonish

Amit Bhattacharjee, Dartmouth College, USA
Jonathan Berman, University of Pennsylvania, USA
Americus Reed II, University of Pennsylvania, USA
How do consumers reason to support public figures that act immorally? We propose that consumers engage in moral decoupling, a psychological separation process by which judgments of performance and morality are selectively dissociated. Moral decoupling is distinct from moral rationalization, allowing people to support transgressors while simultaneously denouncing their transgressions.
[ to cite ]:
Amit Bhattacharjee, Jonathan Berman, and Americus Reed II (2012) ,"Tip of the Hat, Wag of the Finger: How Moral Decoupling Enables Consumers to Admire and Admonish", 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.