The Effect of Corporate Ethical Actions on Consumer Pwom: the Role of Emotional and Cognitive Processes

Chunyan Xie, Stord/Haugesund University College, Norway
Richard P. Bagozzi, University of Michigan, USA
We investigate emotional and cognitive pathways between corporate ethical actions and consumer PWOM. Results showed that social justice values interact with corporate ethical actions in eliciting awe, gratitude, and elevation; however, only gratitude impacts PWOM. Company evaluation and identification were also significant mediators and were regulated by social justice values.
[ to cite ]:
Chunyan Xie and Richard P. Bagozzi (2015) ,"The Effect of Corporate Ethical Actions on Consumer Pwom: the Role of Emotional and Cognitive Processes ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 814-814.