Changing Moral Judgments of Short and Long Speculation: the Role of Moral Versus Economic Arguments and the Consumer’S Motivational Orientation
Research suggests that consumers regard short selling less moral than long selling (short sellers make money when other suffer whereas long sellers make money when others prosper). This is contrary to normative/descriptive tenets of moral judgments because neither the short seller nor the long seller directly causes the misfortune/fortune of others (Lotz and Fix 2013). The accepted explanation is that consumers blame short sellers for holding wicked desires and deem that morally wrong (Inbar, Pizarro, and Cushman 2012).
Subimal Chatterjee and M. Deniz Dalman (2017) ,"Changing Moral Judgments of Short and Long Speculation: the Role of Moral Versus Economic Arguments and the Consumer’S Motivational Orientation ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 26-27.
Subimal Chatterjee, Binghamton University, SUNY, USA
M. Deniz Dalman, Saint Petersburg State University, Russia
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