Moral Dynamics in Consumer Behavior: the Moderating Effect of Ethical Frameworks

In recent years, the dynamics of moral behavior has received much attention, including in marketing and consumer behavior literature. Two contrasting phenomena, moral consistency and moral balancing, are documented in independent research streams. In one case, behaving ethically increases the likelihood to do again later on. In the other case, it decreases that likelihood. We try to reconcile both findings and suggest that the moral framework that an individual uses to evaluate one’s ethical behavior (i.e., consequentialism versus deontology) may moderate whether an initial ethical act increases or decreases the likelihood of behaving ethically in a subsequent occasion.


Gert Cornelissen, Michael Bashshur, Julian Rode, and Marc Le Menestrel (2011) ,"Moral Dynamics in Consumer Behavior: the Moderating Effect of Ethical Frameworks", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 714-715.


Gert Cornelissen, Universitat Pompeu Fabra, Spain
Michael Bashshur, Universitat Pompeu Fabra, Spain
Julian Rode, Universidad Autónoma de Barcelona, Spain
Marc Le Menestrel, Universitat Pompeu Fabra, Spain


NA - Advances in Consumer Research Volume 39 | 2011

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