Reacting to Marketplace Claims: Consumer Moral Skepticism

Jeff Rotman, Ivey Business School, Western University
Gail Leizerovici, Ivey Business School, Western University
June Cotte, Ivey Business School, Western University
Why do some consumers buy the more socially conscious product while others do not? This research examines a unique a personality trait: consumer moral skepticism (CMS): Through 3 studies and a pretest, we validate and demonstrate its predictive ability for consumer reactions and behavior to marketplace claims.
[ to cite ]:
Jeff Rotman, Gail Leizerovici, and June Cotte (2014) ,"Reacting to Marketplace Claims: Consumer Moral Skepticism", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 808-808.