The Effect of Power Distance Belief on Consumers’ Attitudes Toward Slum Tourism: the Mediating Role of Perceived Morality

We examined how consumers’ power distance belief (PDB) influences their attitudes toward slum tourism. In three studies, we found that consumers with high PDB have more positive attitudes toward slum tourism than ones with low PDB because they regard such tourism as less immoral.

Citation:

Sohyun Bae, Xiaoyan (Jenny) Liu, and Piaoran Ren (2021) ,"The Effect of Power Distance Belief on Consumers’ Attitudes Toward Slum Tourism: the Mediating Role of Perceived Morality", 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: 908-908.