Moral Malleability and Morality Matching: Consumer Deviance in Response to Company Wrongdoing

Yuliya Komarova Loureiro, Fordham University, USA
Kelly Haws, Vanderbilt University, USA
William Bearden, University of South Carolina, USA
This research examines the relationship between company wrongdoing, consumer deviance, and morality. We propose and test in four studies a model of morality matching in which consumers temporarily reset their own moral compass following company wrongdoing to allow for their otherwise immoral response of matching severity to deem appropriate.
[ to cite ]:
Yuliya Komarova Loureiro, Kelly Haws, and William Bearden (2015) ,"Moral Malleability and Morality Matching: Consumer Deviance in Response to Company Wrongdoing", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 594-595.