Seeking Justice: How Harmful Brands Cause Consumers to Punish, Cheat, and Steal
We examine how and why consumers engage in retributional acts directed towards brands that are perceived as harmful. Consumers are shown to lie, cheat, and steal as they attribute lower moral worth to harmful brands and this effect is shown to persist in the absence of any attributable brand transgression.
Jeff Rotman, Mansur Khamitov, and Scott Connors (2016) ,"Seeking Justice: How Harmful Brands Cause Consumers to Punish, Cheat, and Steal", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 605-606.
Jeff Rotman, Ivey Business School, Canada
Mansur Khamitov, Ivey Business School, Canada
Scott Connors, Washington State University, USA
NA - Advances in Consumer Research Volume 44 | 2016
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Kelly Haws, Vanderbilt University, USA
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David Hardisty, University of British Columbia, Canada
Jiaying Zhang, University of British Columbia, Canada
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