11-S: When Do Ethical Consumers Elicit Inspiration Instead of Denigration?

Claire Brouwer, Universitat Pompeu Fabra, Spain
Jan Willem Bolderdijk, University of Groningen, The Netherlands
Gert Cornelissen, Universitat Pompeu Fabra, Spain
This work identifies a boundary condition under which ethically motivated consumers elicit positive responses from observers, rather than typically negative ones. We show that exemplars have the potential to harvest applause and can inspire others to emulate, but only if there is sufficient psychological distance between themselves and potential observers.
[ to cite ]:
Claire Brouwer, Jan Willem Bolderdijk, and Gert Cornelissen (2017) ,"11-S: When Do Ethical Consumers Elicit Inspiration Instead of Denigration?", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1016-1016.