Revisiting the Concept of Corporate Hypocrisy: Why Is One Company Seen As Hypocritical, But Not the Other?
The relationship between inconsistency and perceived corporate hypocrisy is surprisingly unclear. We show that hypocrisy is rooted in inconsistency, but only when inconsistency involves transgression (vs. inconsistency without transgression), and when acting inconsistently is done by a moral, as opposed to competent, company or brand.
Marijke Leliveld and Susanne Tauber (2020) ,"Revisiting the Concept of Corporate Hypocrisy: Why Is One Company Seen As Hypocritical, But Not the Other?", 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: 735-737.
Marijke Leliveld, University of Groningen, The Netherlands
Susanne Tauber, University of Groningen, The Netherlands
NA - Advances in Consumer Research Volume 48 | 2020
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