Reacting to Marketplace Claims: Consumer Moral Skepticism

Why do some consumers buy the more socially conscious product while others do not? This research examines a unique a personality trait: consumer moral skepticism (CMS): Through 3 studies and a pretest, we validate and demonstrate its predictive ability for consumer reactions and behavior to marketplace claims.



Citation:

Jeff Rotman, Gail Leizerovici, and June Cotte (2014) ,"Reacting to Marketplace Claims: Consumer Moral Skepticism", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 808-808.

Authors

Jeff Rotman, Ivey Business School, Western University
Gail Leizerovici, Ivey Business School, Western University
June Cotte, Ivey Business School, Western University



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

Consumers’ Attribution of Mind to Possessions as an Impediment to Sharing

*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway
aradhna krishna, University of Michigan, USA

Read More

Featured

Financial Education and Confidence in Financial Knowledge

Stephen Atlas, University of Rhode Island
Nilton Porto, University of Rhode Island
Jing Jian Xiao, University of Rhode Island

Read More

Featured

Cultural Values and Consumers’ Brand Preference

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio

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.