The Effect of Moral Identity on Compensation Evaluation: Is Monetary Compensation Always Better?

Ahmad Daryanto, Lancaster University, UK
Felix Martin, Lancaster University, UK
Laura Salciuviene, Lancaster University, UK
We demonstrate how moral identity affects consumers’ evaluation of damages vs. free repair compensation in a product moral crisis situation. Our findings reveal that it impacts the evaluation differently contingent upon the duration of product ownership.
[ to cite ]:
Ahmad Daryanto, Felix Martin, and Laura Salciuviene (2016) ,"The Effect of Moral Identity on Compensation Evaluation: Is Monetary Compensation Always Better?", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 727-727.