The Role of Techniques of Neutralization in Using Double Standards

Despite the growing number of studies dealing with corporate and consumer ethics, empirical research about double standards remains scarce. The few studies dealing with this topic indicate that people rate corporate unethical actions as less admissible compared to similar consumer actions. However, little is known about the processes underlying the double standard concept. This research investigates whether the techniques of neutralization, indicated as having much potential explanatory power in the ethics area but, however, rarely investigated, could provide a meaningful way of approaching this phenomenon.


Tine De Bock and Patrick Van Kenhove (2011) ,"The Role of Techniques of Neutralization in Using Double Standards", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 562.


Tine De Bock, Ghent University
Patrick Van Kenhove, Ghent University


E - European Advances in Consumer Research Volume 9 | 2011

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