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.
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.
Aparna Sundar, University of Oregon, USA
Wendy Paik, University of Oregon, USA
NA - Advances in Consumer Research Volume 45 | 2017
L7. The Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior
Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA
A Simple Step to Go Beyond Present: How Visual Entropy Cues Influence Temporal Focus and Consumer Behavior
Gunes Biliciler-Unal, University of Texas at Austin, USA
Raj Raghunathan, University of Texas at Austin, USA
Adrian Ward, University of Texas at Austin, USA
Trusting the data, the self and “the other” in self tracking practices
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark