Potions and Antidotes For Jekyll: What Summons Moral Identity in Product Choices

Individuals’ difference in moral identity tends to have little influence on product choice. Five studies demonstrate that the influence can be increased by linking the product choice decision to a prosocial cause, presenting ethical information first, or increasing individuals’ consequentialist thinking, thereby making the choice task deem more ethically relevant.


Young Joo Cho, Y. Rin Yoon, and Jongwon Park (2018) ,"Potions and Antidotes For Jekyll: What Summons Moral Identity in Product Choices", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 512-513.


Young Joo Cho, Korea University, Korea
Y. Rin Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea


NA - Advances in Consumer Research Volume 46 | 2018

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