Moral Malleability and Morality Matching: Consumer Deviance in Response to Company Wrongdoing

This research examines the relationship between company wrongdoing, consumer deviance, and morality. We propose and test in four studies a model of morality matching in which consumers temporarily reset their own moral compass following company wrongdoing to allow for their otherwise immoral response of matching severity to deem appropriate.



Citation:

Yuliya Komarova Loureiro, Kelly Haws, and William Bearden (2015) ,"Moral Malleability and Morality Matching: Consumer Deviance in Response to Company Wrongdoing", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 594-595.

Authors

Yuliya Komarova Loureiro, Fordham University, USA
Kelly Haws, Vanderbilt University, USA
William Bearden, University of South Carolina, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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