Striving to Be Good: Moral Balance in Consumer Choice

Consumers pursue higher-order goals, morality being one of the important motivational forces. Preserving a morally good sense of self is at the heart of these pursuits. When faced with consumption choices that evoke moral considerations, consumers may face a conflict between their long-term, higher order goals and short-term, lower-order preferences. Using an analogy to the mental accounting framework, it is proposed that when faced with such choices, consumers activate a moral choice calculus that enables them to maintain an overall positively balanced sense of a good self should they choose to deviate from the moral ideal.



Citation:

Mariam Beruchashvili, Linda Price, and James Gentry (2005) ,"Striving to Be Good: Moral Balance in Consumer Choice", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 303-307.

Authors

Mariam Beruchashvili, UNL
Linda Price, UNL
James Gentry, UNL



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

M11. Motivated to Be Moral: The Effect of Nostalgia on Consumers’ Recycling Behavior

Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China

Read More

Featured

M8. Nostalgia Increases Healthy Attitudes and Behaviors

Jannine Lasaleta, Yeshiva University
Carolina O. C. Werle, Grenoble Ecole de Management
Amanda Pruski Yamim, Grenoble Ecole de Management

Read More

Featured

C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?

Chen Wang, Drexel University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.