Witnessing Moral Violations Increases Conformity in Consumption

We show that exposure to moral violations increases consumers’ subsequent conformity in consumption, driven by their heightened desire to restore social order. The effect disappears when the moral violator has already been punished and when the majority-endorsed option is viewed as being complicit with the moral violation.



Citation:

Ping Dong and Chen-Bo Zhong (2017) ,"Witnessing Moral Violations Increases Conformity in Consumption", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 307-312.

Authors

Ping Dong, Northwestern University, USA
Chen-Bo Zhong, University of Toronto, Canada



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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