Consumer Responses to Similar Others’ Unethical Behavior: the Moderating Role of Norm Violation Type

We discovered that when the norm violated by in-group (vs. out-group) members is implicit, customers would vicariously justify for others’ misbehavior and judge it to be less unethical. Conversely, if in-group (vs. out-group) offenders violate an explicit norm, customers feel vicariously guilty and thus judge offenders’ behavior more harshly.



Citation:

Chloe Y. Qiu and Lisa C. Wan (2018) ,"Consumer Responses to Similar Others’ Unethical Behavior: the Moderating Role of Norm Violation Type", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 288-288.

Authors

Chloe Y. Qiu, The Chinese University of Hong Kong, Hong Kong
Lisa C. Wan, The Chinese University of Hong Kong, Hong Kong



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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