Ethical Brand Perception Formation When Information Is Inconsistent - an Impression Formation Perspective

This research builds on the recently emerging literature on consumer perceived ethicality (CPE) and experimentally explores how consumers form moral impressions of brands when confronted with inconsistent information. Findings suggest that impression formation processes differ depending on whether consumers are explicitly requested to evaluate brand ethics or not.



Citation:

Katja H. Brunk and Cara DeBoer (2015) ,"Ethical Brand Perception Formation When Information Is Inconsistent - an Impression Formation Perspective", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 319-323.

Authors

Katja H. Brunk, European University Viadrina, Frankfurt (Oder), Germany
Cara DeBoer, ESMT European School of Management and Technology, Berlin, Germany



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

I2. Can Skinnier Body Figure Signal Higher Self-Control, Integrity, and Social Status?

Trang Thanh Mai, University of Manitoba, Canada
Luming Wang, University of Manitoba, Canada
Olya Bullard, University of Winnipeg

Read More

Featured

Exposing the Lie Beneath Hypertext Marketing: Implications for Trademark Violation

Laura R Oswald, Marketing Semiotics

Read More

Featured

Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions

Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis

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.