Ethical Decisions and Response Mode Compatibility: Weighting of Ethical Attributes in Consideration Sets Formed By Excluding Versus Including Product Alternatives

Julie Irwin, The University of Texas at Austin, USA
Rebecca Naylor, University of South Carolina, USA
Across four studies we demonstrate that forming a consideration set by excluding (vs. including) alternatives results in greater weighting of ethical attributes. Furthermore, this nonnormative result appears to reflect a compatibility between exclusion and ethics. We demonstrate this differential compatibility by showing that (1) ethical attributes receive greater weight in the formation of consideration sets in exclusion than in inclusion modes, (2) this differential weighting is not due to other factors such as framing or emotion, and (3) consumers judge others’ behavior more negatively if they exclude ethical products (as opposed to not including ethical products).
[ to cite ]:
Julie Irwin and Rebecca Naylor (2009) ,"Ethical Decisions and Response Mode Compatibility: Weighting of Ethical Attributes in Consideration Sets Formed By Excluding Versus Including Product Alternatives", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 214-217.