Judgments of Virtue in Consumer Behavior

Jonathan Berman, London Business School, UK
Deborah Small, University of Pennsylvania, USA
We investigate judgments of virtue in consumer behavior, and show that evaluations of virtue differ across two types of decisions. For intertemporal choice decisions (e.g., present self vs. future self), willpower determines judgments of virtue. However, for moral decisions (e.g., self vs. others), purity of character determines judgments of virtue.
[ to cite ]:
Jonathan Berman and Deborah Small (2014) ,"Judgments of Virtue in Consumer Behavior", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 412-412.