Crime and Punishment Through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users
We propose that political orientation moderates desire for punishment toward users of ethical (vs. conventional) brands committing moral transgressions. That is, liberals (conservatives) punish ethical brand users committing moral transgressions less (more) than conventional brands users. Stereotyping of the transgressor drives such responses. We discuss marketplace-stereotyping, attribute-formation, and ethical-branding implications.
Thomas Allard and Brent McFerran (2018) ,"Crime and Punishment Through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 340-345.
Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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