Consumer Engagement After Moral Transgressions

We identify a strategy consumers adopt to cope with their own moral transgressions—engaging in a subsequent purchasing process to distract themselves. Four studies suggest that, after committing moral transgressions, highly self-conscious consumers engage more intensively in the purchasing process to distract themselves from the negative outcomes of moral transgressions.



Citation:

Bingyan Hu, Alice Wang, and Jinfeng Jiao (2019) ,"Consumer Engagement After Moral Transgressions", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 631-632.

Authors

Bingyan Hu, University of Iowa, USA
Alice Wang, University of Iowa, USA
Jinfeng Jiao, SUNY Binghamton, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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