The Moral Deviant: Norm Violators Are Expected to Communicate Concretely

Violation of social norms may signal that the target lacks morality. Two studies suggest that morality have a leading role over other basic dimensions of human social cognition (i.e., sociability and competence) in the impression formation process of norm violators. To signal their morality, norm violators are expected to communicate concretely.


Afra Koulaei (2020) ,"The Moral Deviant: Norm Violators Are Expected to Communicate Concretely", 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: 1205-1205.


Afra Koulaei, Innland Norway University of Applied Sciences


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


How Residential Mobility Influences Donations

Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA

Read More


Communicating a Promise of Change: Visual Steps Enhance Process Imagery

Luca Cian, University of Virginia, USA
aradhna krishna, University of Michigan, USA
Chiara Longoni, Boston University, USA

Read More


No Self to Spare: How the Cognitive Structure of the Self Influences Moral Behavior

Rima Touré-Tillery, Northwestern University, USA
Alysson Light, University of the Sciences

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.