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.



Citation:

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.

Authors

Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

How Matte Product Surface Enhances Perceived Durability

Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore

Read More

Featured

E3. Having Power, Giving More? The Effect of Psychological Power on Consumers’ Charitable Giving of Time

Wumei Liu, Lanzhou University

Read More

Featured

C8. Can Packaging Imagery Fill Your Stomach? Effects of Product Image Location on Flavor Richness, Consumption Quantity, and Subsequent Choice

Taku Togawa, Chiba University of Commerce
Jaewoo Park, Musashi University
Hiroaki Ishii, Seikei University
Xiaoyan Deng, Ohio State University, USA

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.