The Impact of Parental Divorce on Consumers' Moral Judgment Processes

Divorce is commonly associated with having several negative psychological effects on offspring's well-being. The present research proposes that adult consumers who grew up in divorced (versus intact) households render harsher moral judgments against companies and brands who engage in unethical behaviors, compared with consumers who grew up in intact families.



Citation:

Mengmeng Liu and Maureen Morrin (2014) ,"The Impact of Parental Divorce on Consumers' Moral Judgment Processes", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 797-797.

Authors

Mengmeng Liu, Temple University, USA
Maureen Morrin, Temple University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

R5. Autonomy or Enjoyment? The Contingent Nature of Brand Ritual

Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, University of Hong Kong

Read More

Featured

B5. Money Doesn’t Buy Happiness, But What About Buying Trust? The Effectiveness of Financial Compensation in Restoring Trust After Double Deviation

Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Cristiane Pizzutti, UFRGS
Katja Gelbrich, Catholic University Eichstätt-Ingolstadt

Read More

Featured

On Politics, Morality, and Consumer Response to Negative Publicity

Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.