Divine Intervention: How Illusory Causal Perception Reduces Consumer Punishment After Bad Things Happen to Bad Firms

Jae-Eun Namkoong, University of Nevada Reno, USA
Jerry (Jisang) Han, University of Texas at Austin, USA
Andrew Gershoff, University of Texas at Austin, USA
Consumers’ desire to punish a transgressor firm can decrease if the firm had also suffered an unrelated loss. Experiments demonstrate that, for individuals with accessible religious beliefs, arbitrary similarities between the transgression and loss trigger causal perception that the loss was a punishment, lowering their desire to harm the firm.
[ to cite ]:
Jae-Eun Namkoong, Jerry (Jisang) Han, and Andrew Gershoff (2015) ,"Divine Intervention: How Illusory Causal Perception Reduces Consumer Punishment After Bad Things Happen to Bad Firms", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 647-648.