How Exposure to Visual Glitches Influences Consumers’ Morality Judgments

We proposed a novel contextual cue-visual glitch-and demonstrated that exposure to visual glitches influences consumers’ subsequent, unrelated morality judgments, lowers consumers’ evaluation of brands with poor corporate social responsibility records, and leads unfavorable behavioral reactions. These effects were driven by need for correction.


Zhenyu Jin, Xiaojing Yang, and Yuwei Jiang (2019) ,"How Exposure to Visual Glitches Influences Consumers’ Morality Judgments", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 664-665.


Zhenyu Jin, University of Wisconsin-Milwaukee
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Yuwei Jiang, Hong Kong Polytechic University, China


NA - Advances in Consumer Research Volume 47 | 2019

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