Morality-Based Blame For Victims of Harmful Product Failures

Three studies show that consumers (especially those with strong beliefs in a just world) are more likely to blame immoral (vs. neutral or moral) victims of harmful product failures, and that victim blame reduces company blame, influencing choice and stunting market self-regulation. We also explore the moderating role of negligence.



Citation:

Brandon Reich, Troy Campbell, and Robert Madrigal (2016) ,"Morality-Based Blame For Victims of Harmful Product Failures ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 600-601.

Authors

Brandon Reich, University of Oregon, USA
Troy Campbell, University of Oregon, USA
Robert Madrigal, University of Oregon, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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