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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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