Slam the Good Guys: Guilt Over Less Ethical Behavior Results in Denigration of Ethical Consumers

We test whether, instead of expressing admiration, consumers denigrate more ethical consumers. They do, but only when they feel guilty (because acting ethical was easy to do and they avoided it), and once they denigrate ethical consumers they are actually less likely to participate in future ethical behaviors.



Citation:

Julie Irwin and Szu-Chi Huang (2011) ,"Slam the Good Guys: Guilt Over Less Ethical Behavior Results in Denigration of Ethical Consumers ", 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.

Authors

Julie Irwin, University of Texas at Austin, USA
Szu-Chi Huang, University of Texas at Austin, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Flavor Fatigue: How Cognitive Depletion Reduces Enjoyment of Complex Flavors

Rhonda Hadi, Oxford University, UK
Dan Rubin, St. John’s University
Diogo Hildebrand, Baruch College, USA
Thomas Kramer, University of California Riverside, USA

Read More

Featured

Mistaking the Journey for the Destination: Overestimating the Fruits of (More) Labor

Eva C Buechel, University of Southern California, USA
Carey K. Morewedge, Boston University, USA
Jiao Zhang, University of Oregon, USA

Read More

Featured

N5. Mixed Feelings, Mixed Baskets: How Emotions of Pride and Guilt Drive the Relative Healthiness of Sequential Food Choices

Julia Storch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jing Wan, University of Groningen, The Netherlands

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.