Which Agent Do You Prefer: a Sinful Succeeder Or a Virtuous Failure?

We examine how consumers’ trade off competence and morality when evaluating marketing agents. Although the general information formation literature predicts that individuals place greater weight on morality than competence, we predict that in marketing contexts, consumers may value an agent’s competence more than morality. We investigate three factors that might affect how consumers weigh competence and morality: 1) the immediacy of the decision making horizon; 2) self vs. other perspective; and 3) the target-agent relationship. Three studies find support for the predictions.



Citation:

Amna Kirmani, Rebecca Hamilton, and Debora Thompson (2010) ,"Which Agent Do You Prefer: a Sinful Succeeder Or a Virtuous Failure? ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 267-270 .

Authors

Amna Kirmani, University of Maryland, USA
Rebecca Hamilton, University of Maryland, USA
Debora Thompson , Georgetown University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Mere and Near Completion

Bowen Ruan, University of Wisconsin - Madison, USA
Evan Polman, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA

Read More

Featured

Can’t Take the Heat? Randomized Field Experiments in Household Electricity Consumption

Praveen Kumar Kopalle, Dartmouth College, USA

Read More

Featured

From a Culinary Phantasm to an Eudaimonic Well-Being : Exploring The Experience of Amateur Cooking Classes

Virginie Brégeon de Saint-Quentin, Ferrandi Paris, the french school of gastronomy
Ophélie Mugel, Chaire SDSC AgroParisTech, Université Paris Est

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.