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.


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.


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


NA - Advances in Consumer Research Volume 42 | 2014

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