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



Share Proceeding

Featured papers

See More

Featured

O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude

Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School

Read More

Featured

L8. Recover the Unrecoverable: How Co-Recovery Shifts Consumers ‘Attribution Following a Failed Recovery

Bo Huang, HEC Montreal, Canada
Yany Grégoire, HEC Montreal, Canada
Matthew Philp, HEC Montreal, Canada

Read More

Featured

B3. The Effect of Temporal Distance on Online Reviews’ Recommendation Power: The Role of Spontaneous Retrieval and Perceived Trust

Kyu Ree Kim, Seoul National University
Wujin Chu, Seoul National University

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.