Perceptions of Disability in the Marketplace: Moral Character Inferences and Persuasion

Although marketers and policy makers increasingly focus on the inclusion of individuals with disabilities, little research has addressed how physical disabilities may shape inferences within a consumption context. We demonstrate that consumers attribute heightened moral character to people with physical disabilities and show the downstream impact on persuasion knowledge.

Citation:

Helen van der Sluis, Adriana Samper, and Kirk Kristofferson (2018) ,"Perceptions of Disability in the Marketplace: Moral Character Inferences and Persuasion", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 309-313.