Morality-Based Blame For Victims of Harmful Product Failures

Brandon Reich, University of Oregon, USA
Troy Campbell, University of Oregon, USA
Robert Madrigal, University of Oregon, USA
Three studies show that consumers (especially those with strong beliefs in a just world) are more likely to blame immoral (vs. neutral or moral) victims of harmful product failures, and that victim blame reduces company blame, influencing choice and stunting market self-regulation. We also explore the moderating role of negligence.
[ to cite ]:
Brandon Reich, Troy Campbell, and Robert Madrigal (2016) ,"Morality-Based Blame For Victims of Harmful Product Failures ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 600-601.