How Do Consumers React to Company Moral Transgressions? the Role of Power Distance Belief and Empathy For Victims

This research examines how, why, and when consumer response to company moral transgressions varies as a function of the cultural value of power distance belief (PDB). Specifically, consumers with lower (versus higher) PDB tend to experience more empathy for victims and thus respond less favorably following company moral transgressions.



Citation:

Haiyue (Felix) Xu, Lisa Bolton, and Karen Page Winterich (2020) ,"How Do Consumers React to Company Moral Transgressions? the Role of Power Distance Belief and Empathy For Victims", 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: 792-793.

Authors

Haiyue (Felix) Xu, Pennsylvania State University, USA
Lisa Bolton, Pennsylvania State University, USA
Karen Page Winterich, Pennsylvania State University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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