11-N: the Impact of Vice Magnitude on Evaluations of Vice-Virtue Bundles

Mustafa Karatas, Koc University, Turkey
Zeynep Gürhan-Canli, Koc University, Turkey
We show that low (vs. high) comparability of payoffs of vice and virtue components leads to a more abstract (vs. concrete) processing, and a credentials-based (vs. credentials-based) justification process. Subsequently, increasing the vice component of the vice-virtue bundle increases (vs. decreases) bundle attractiveness under low (vs. high) payoff comparability.
[ to cite ]:
Mustafa Karatas and Zeynep Gürhan-Canli (2017) ,"11-N: the Impact of Vice Magnitude on Evaluations of Vice-Virtue Bundles", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1037-1037.