Actions Speak Less Loud Than Sentiments: a New Model of Moral Judgment

In understanding how consumers’ moral character is assessed, most research asks what makes their actions right versus wrong. Our new model of moral judgment instead prioritizes moral sentiments—mental precedents that are not praiseworthy in themselves, but that must be assumed to precede behaviors for praise to be elicited.


Clayton Critcher, Erik Helzer, David Tannenbaum, and David Pizarro (2012) ,"Actions Speak Less Loud Than Sentiments: a New Model of Moral Judgment", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 125-128.


Clayton Critcher, University of California Berkeley, USA
Erik Helzer, Cornell University, USA
David Tannenbaum, University of California Los Angeles, USA
David Pizarro, Cornell University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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