The Effect of Moral Identity on Compensation Evaluation: Is Monetary Compensation Always Better?

We demonstrate how moral identity affects consumers’ evaluation of damages vs. free repair compensation in a product moral crisis situation. Our findings reveal that it impacts the evaluation differently contingent upon the duration of product ownership.



Citation:

Ahmad Daryanto, Felix Martin, and Laura Salciuviene (2016) ,"The Effect of Moral Identity on Compensation Evaluation: Is Monetary Compensation Always Better?", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 727-727.

Authors

Ahmad Daryanto, Lancaster University, UK
Felix Martin, Lancaster University, UK
Laura Salciuviene, Lancaster University, UK



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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