Choosing For the Right Reasons: Value-Driven Reasoning in Consumer Choice

David Tannenbaum, UC Irvine, USA
Daniel M. Bartels, University of Chicago, USA
When presented with ethically-relevant information about consumer products, participants with a protected value are both more and less willing to choose products that maximize ethically-relevant consequences. Their choices vary depending upon what reasons are available for making a (moral) decision.
[ to cite ]:
David Tannenbaum and Daniel M. Bartels (2011) ,"Choosing For the Right Reasons: Value-Driven Reasoning in Consumer Choice ", 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.