Ethical Mindsets and Moral Transgression Classification: When Cleansing Licenses Consumer Indulgence

Tracy Rank-Christman, Rutgers University, USA
Maureen Morrin, Temple University, USA
May O. Lwin, Nanyang Technological University, Singapore
Nguyen Pham, Arizona State University, USA
This research explores boundary conditions for the impact cleansing has on indulgent consumer choices. We show that cleansing’s ability to license indulgence is contingent upon both the type of moral transgression as well as the consumer’s ethical mindset.
[ to cite ]:
Tracy Rank-Christman, Maureen Morrin, May O. Lwin, and Nguyen Pham (2014) ,"Ethical Mindsets and Moral Transgression Classification: When Cleansing Licenses Consumer Indulgence", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 807-807.