Taking the High Ground: Moral Standards in Consumer Judgment and Behavior
In this session, we explore consumer evaluations of prosocial actions, and the consequences of these evaluations. We ask (1) How do consumers evaluate others in terms of their moral behavior? and (2) What are the downstream consequences of fixating on morality?
Citation:
Emily Prinsloo, Jimin Nam, Liz Keenan, Shoshana Segal, Yonat Zwebner, Alix Barasch, Camilla Zallot, Gabriele Paolacci, Julian de Freitas, Samuel Johnson, Zarema Khon, and Pechthida Kim (2021) ,"Taking the High Ground: Moral Standards in Consumer Judgment and Behavior", 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: 682-687.
Authors
Emily Prinsloo, Harvard Business School
Jimin Nam, Harvard Business School
Liz Keenan, Harvard Business School
Shoshana Segal, New York University
Yonat Zwebner, IDC Herzliya
Alix Barasch, New York University
Camilla Zallot, Rotterdam School of Management, Erasmus University
Gabriele Paolacci, Erasmus University Rotterdam
Julian de Freitas, Harvard Business School
Samuel Johnson, University of Warwick
Zarema Khon, University of Bath
Pechthida Kim, Harvard University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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