Disgust and Defense: How Emotions Towards Morally Dirty Money Influence Spending Behavior

Understanding how consumers spending morally tainted money is important because their choices ultimately influence their happiness and well-being. This research find that morally disgust will lead people less willing to use morally dirty money to buy products which are highly attached with themselves,i.e., to buy a backpack seen as the accompaniment of one’s life. .


Bingyan Hu and Liyin Jin (2014) ,"Disgust and Defense: How Emotions Towards Morally Dirty Money Influence Spending Behavior", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 787-787.


Bingyan Hu, Fudan University, China
Liyin Jin, Fudan University, China


NA - Advances in Consumer Research Volume 42 | 2014

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