The Half-Robin Hood Effect: How Corporate Political Activism Leads Consumers to Cheat Corporations
When a corporation takes an opposing (vs. agreeing) political stance, liberals are more likely than conservatives to engage in acts of dishonesty against that corporation, because they are more likely to perceive that the corporation’s stance causes harm to vulnerable others, and thus are more likely to punish the firm.
Citation:
Pradeep Jacob and Naomi Mandel (2020) ,"The Half-Robin Hood Effect: How Corporate Political Activism Leads Consumers to Cheat Corporations", 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: 427-429.
Authors
Pradeep Jacob, Arizona State University, USA
Naomi Mandel, Arizona State University, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Turning “Expenses” into “Bills”: How spending Categorization Impacts Budget Optimism and Likelihood of Success
Eleanor Putnam-Farr, Rice University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Featured
Flavor Fatigue: How Cognitive Depletion Reduces Enjoyment of Complex Flavors
Rhonda Hadi, Oxford University, UK
Dan Rubin, St. John’s University
Diogo Hildebrand, Baruch College, USA
Thomas Kramer, University of California Riverside, USA
Featured
O3. The Effect of Numeric Information on Product Evaluation
Zhen Yang, Drexel University, USA
Yanliu Huang, Drexel University, USA
Dengfeng Yan, University of Texas at San Antonio, USA