7B Witnessing Moral Violations Increases Boundary Preference

This study shows that witnessing immoral behaviors influences consumers’ preference for boundaries. Specifically, witnessing unethical behaviors increases consumers’ boundary preferences compared to witnessing moral behaviors as well as some events irrelevant to morality.



Citation:

Chunya Xie and En-Chung Chang (2019) ,"7B Witnessing Moral Violations Increases Boundary Preference", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 999-999.

Authors

Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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