When Is It Better to Be Bad? Schema-Congruency Effects in Moral Evaluations of Products

Jennifer S. Danilowitz, Yale University, USA
George E. Newman, Yale University, USA
This paper investigates the effects of a product’s moral history on consumer preferences. Although people generally prefer products associated with moral individuals, when the same product is framed in a vice context (i.e., for partying), participants are more likely to purchase products invented by an immoral (versus moral) person.
[ to cite ]:
Jennifer S. Danilowitz and George E. Newman (2011) ,"When Is It Better to Be Bad? Schema-Congruency Effects in Moral Evaluations of Products", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.