Ethical Brand Perception Formation When Information Is Inconsistent - an Impression Formation Perspective

Katja H. Brunk, European University Viadrina, Frankfurt (Oder), Germany
Cara DeBoer, ESMT European School of Management and Technology, Berlin, Germany
This research builds on the recently emerging literature on consumer perceived ethicality (CPE) and experimentally explores how consumers form moral impressions of brands when confronted with inconsistent information. Findings suggest that impression formation processes differ depending on whether consumers are explicitly requested to evaluate brand ethics or not.
[ to cite ]:
Katja H. Brunk and Cara DeBoer (2015) ,"Ethical Brand Perception Formation When Information Is Inconsistent - an Impression Formation Perspective", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 319-323.