Disparaging Ethical Others: When and Why Willfully Ignorant Consumers Negatively Judge Others Who Seek Out Ethical Product Information

Julie R. Irwin, University of Texas at Austin, USA
Daniel M. Zane, Ohio State University, USA
Rebecca Walker Reczek, Ohio State University, USA
This research explores when and why consumers who willfully ignore ethical product attributes (Ehrich and Irwin 2005) denigrate others who seek out and use this information in making purchase decisions. Denigrating ethical others protects against self-threat, but also undermines commitment to ethical values, reducing the likelihood of future ethical behavior.
[ to cite ]:
Julie R. Irwin, Daniel M. Zane, and Rebecca Walker Reczek (2015) ,"Disparaging Ethical Others: When and Why Willfully Ignorant Consumers Negatively Judge Others Who Seek Out Ethical Product Information", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 478-479.