Influence of Personal Control and Environmental Cue on Consumer Cheating

We examine the effect of personal control on unethical consumer behaviors. We find that individuals feeling low (vs. high) control are more likely to view unethical behaviors as acceptable (S1) and engage in cheating behaviors (S2). This is moderated by how salient individuals perceive the opportunity of cheating to be.


Chenying (Claire) Tang, Adriana Samper, Keisha M. Cutright, and Nathan D. Martin (2013) ,"Influence of Personal Control and Environmental Cue on Consumer Cheating", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Chenying (Claire) Tang, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Keisha M. Cutright, University of Pennsylvania, USA
Nathan D. Martin, Arizona State University, USA


NA - Advances in Consumer Research Volume 41 | 2013

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