Sweatshop Labor Is Wrong Unless the Jeans Are Really Cute: Motivated Moral Disengagement.

Neeru Paharia, Harvard Business School, USA
Rohit Deshpandé, Harvard Business School, USA
Kathleen Vohs, University of Minnesota, USA
We show that consumers are motivated to use moral disengagement strategies to reduce dissonance when their desire for a product conflicts with their moral standards. In a series of studies we show levels of moral disengagement can vary based on one’s desire for a product when sweatshop labor is present.
[ to cite ]:
Neeru Paharia, Rohit Deshpandé, and Kathleen Vohs (2011) ,"Sweatshop Labor Is Wrong Unless the Jeans Are Really Cute: Motivated Moral Disengagement. ", 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.