The Effect of Corporate Ethical Transgression on Consumer Support For Nonprofits: the Role of Negative Moral Emotions and Individual Differences

Chunyan Xie, Stord/Haugesund University College, Norway
Richard P. Bagozzi, University of Michigan, USA
We add to research on pro-social decision making by providing a new psychological mechanism underlying consumer support for nonprofits upon exposure to corporate unethical actions. Results showed that contempt, anger, and disgust mediate the relationship between corporate unethical actions and consumer support. Further, consumer characteristics moderate consumer emotional responses.
[ to cite ]:
Chunyan Xie and Richard P. Bagozzi (2014) ,"The Effect of Corporate Ethical Transgression on Consumer Support For Nonprofits: the Role of Negative Moral Emotions and Individual Differences", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 818-818.