The Effect of Corporate Ethical Actions on Consumer Pwom: the Role of Emotional and Cognitive Processes

We investigate emotional and cognitive pathways between corporate ethical actions and consumer PWOM. Results showed that social justice values interact with corporate ethical actions in eliciting awe, gratitude, and elevation; however, only gratitude impacts PWOM. Company evaluation and identification were also significant mediators and were regulated by social justice values.



Citation:

Chunyan Xie and Richard P. Bagozzi (2015) ,"The Effect of Corporate Ethical Actions on Consumer Pwom: the Role of Emotional and Cognitive Processes ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 814-814.

Authors

Chunyan Xie, Stord/Haugesund University College, Norway
Richard P. Bagozzi, University of Michigan, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels

Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada

Read More

Featured

How Residential Mobility Influences Donations

Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA

Read More

Featured

F3. The Dark Side of Happy Brands: A Case Study of Newport Cigarette Advertising

Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada

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.