Punishing Politeness: Moderating Role of Belief in Just World on Severity

Three studies demonstrate that politeness in advertising affect how consumers punish brands for unethical behavior. Those low in belief in just world (BJW) were more likely to punish a brand when more polite language was used. Both cynicism and trust mediated the effect of ethical practice on level of punishment.



Citation:

Aparna Sundar and Wendy Paik (2017) ,"Punishing Politeness: Moderating Role of Belief in Just World on Severity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 903-905.

Authors

Aparna Sundar, University of Oregon, USA
Wendy Paik, University of Oregon, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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