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

Don’t Stop! Partitioning Increases Satiation to Food

Cammy Crolic, University of Oxford
Yang Yang, University of Florida, USA
Yangjie Gu, HEC Paris, France

Read More

Featured

Finding Happiness in Meaning and Meaning in Happiness: Where, When, and For Whom Happiness and Meaning Converge

Rhia Catapano, Stanford University, USA
Jordi Quoidbach, ESADE Business School, Spain
Cassie Mogilner, University of California Los Angeles, USA
Jennifer Aaker, Stanford University, USA

Read More

Featured

G1. Enchantment through Retro Product Consumption in a Digital World

Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK

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.