Disparaging Ethical Others: When and Why Willfully Ignorant Consumers Negatively Judge Others Who Seek Out Ethical Product Information

This research explores when and why consumers who willfully ignore ethical product attributes (Ehrich and Irwin 2005) denigrate others who seek out and use this information in making purchase decisions. Denigrating ethical others protects against self-threat, but also undermines commitment to ethical values, reducing the likelihood of future ethical behavior.



Citation:

Julie R. Irwin, Daniel M. Zane, and Rebecca Walker Reczek (2015) ,"Disparaging Ethical Others: When and Why Willfully Ignorant Consumers Negatively Judge Others Who Seek Out Ethical Product Information", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 478-479.

Authors

Julie R. Irwin, University of Texas at Austin, USA
Daniel M. Zane, Ohio State University, USA
Rebecca Walker Reczek, Ohio State University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand

Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA

Read More

Featured

F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation

Danielle Mantovani, Federal University of Paraná
Victoria Vilasanti, Federal University of Paraná
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cecilia Souto Maior, Federal University of Paraná

Read More

Featured

G7. The Presence of Dividing Line Decrease Perceived Quantity

Jun Ouyang, Xiamen University
Yanli Jia, Xiamen University
Zhaoyang Guo, Xiamen University

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.