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



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