The Impact of Un/Ethical Corporate Conduct on Consumers' Ethical Perceptions - a Multidimensional Framework

Based on 20 long interviews (McCracken 1988) with general consumers, this qualitative research demonstrates that the impact of various kinds of un/ethical business practices of a given company on consumers’ perceived ethicality (CPE) is asymmetrical. The resulting taxonomy identifies three distinct dimensions of varying direction and impact on CPE: (1) Monovalent ethical dissatisfiers which have a negative effect; (2) Bivalent ethical dis/satisfiers that either favorably or unfavorably influence ethical perceptions, commensurate with a company’s efforts; and (3) Monovalent ethical satisfiers, capable of generating a positive impact. The article concludes with a discussion of the implications for managers and academics.



Citation:

Katja H. Brunk and Christian Bluemelhuber (2010) ,"The Impact of Un/Ethical Corporate Conduct on Consumers' Ethical Perceptions - a Multidimensional Framework", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 368-373 .

Authors

Katja H. Brunk, Université Libre de Bruxelles, Belgium
Christian Bluemelhuber, Université Libre de Bruxelles, Belgium



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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