Sweatshop Labor Is Wrong Unless the Jeans Are Really Cute: Motivated Moral Disengagement.

We show that consumers are motivated to use moral disengagement strategies to reduce dissonance when their desire for a product conflicts with their moral standards. In a series of studies we show levels of moral disengagement can vary based on one’s desire for a product when sweatshop labor is present.



Citation:

Neeru Paharia, Rohit Deshpandé, and Kathleen Vohs (2011) ,"Sweatshop Labor Is Wrong Unless the Jeans Are Really Cute: Motivated Moral Disengagement. ", 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

Neeru Paharia, Harvard Business School, USA
Rohit Deshpandé, Harvard Business School, USA
Kathleen Vohs, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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