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
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