Punish Or Permit? Predictors of Consumers’ Reactions to Purity Violations

Seven pre- and mid-pandemic studies find that pathogen threat increases condemnation of morally impure behaviors, but only among high-childhood-SES consumers. This effect is established across social, marketplace, and political domains, using both fictional and real-world scenarios, yielding implications for both researchers and practitioners.


Jodie Whelan and Sean Hingston (2021) ,"Punish Or Permit? Predictors of Consumers’ Reactions to Purity Violations", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 262-263.


Jodie Whelan, York University
Sean Hingston, Ryerson University


NA - Advances in Consumer Research Volume 49 | 2021

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