When Is It Better to Be Bad? Schema-Congruency Effects in Moral Evaluations of Products

This paper investigates the effects of a product’s moral history on consumer preferences. Although people generally prefer products associated with moral individuals, when the same product is framed in a vice context (i.e., for partying), participants are more likely to purchase products invented by an immoral (versus moral) person.


Jennifer S. Danilowitz and George E. Newman (2011) ,"When Is It Better to Be Bad? Schema-Congruency Effects in Moral Evaluations of Products", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Jennifer S. Danilowitz, Yale University, USA
George E. Newman, Yale University, USA


NA - Advances in Consumer Research Volume 38 | 2011

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