Disgust and Defense: How Emotions Towards Morally Dirty Money Influence Spending Behavior

Bingyan Hu, Fudan University, China
Liyin Jin, Fudan University, China
Understanding how consumers spending morally tainted money is important because their choices ultimately influence their happiness and well-being. This research find that morally disgust will lead people less willing to use morally dirty money to buy products which are highly attached with themselves,i.e., to buy a backpack seen as the accompaniment of one’s life. .
[ to cite ]:
Bingyan Hu and Liyin Jin (2014) ,"Disgust and Defense: How Emotions Towards Morally Dirty Money Influence Spending Behavior", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 787-787.