Damned Either Way: Hypocrisy Judgments When Goals and Commitments Conflict

We present evidence for a “Damned Either Way” effect in judgments of consumer hypocrisy. When consumers face tradeoffs between acting inconsistently with past commitments vs acting inconsistent with their stated goals, they get condemned as hypocrites regardless of what they choose.



Citation:

Jonathan Zev Berman, Graham Overton, and Daniel Effron (2020) ,"Damned Either Way: Hypocrisy Judgments When Goals and Commitments Conflict", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1096-1100.

Authors

Jonathan Zev Berman, London Business School, UK
Graham Overton, Bocconi University, Italy
Daniel Effron, London Business School, UK



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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