Sub-Ethical Choice Behavior: the Attraction Effect of Scarcity

Ashley Otto, University of Cincinnati, USA
James Kellaris, University of Cincinnati, USA
Sub-ethical choice behavior is compromising one’s values or standards, selecting the inferior ethical alternative. Sub-ethical choices are acceptable but not ideal, giving rise to the term sub-ethical rather than un-ethical. This research examines shelf-based scarcity and finds it sways consumers' choice away from their ethical ideals in a retail setting.
[ to cite ]:
Ashley Otto and James Kellaris (2013) ,"Sub-Ethical Choice Behavior: the Attraction Effect of Scarcity ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.