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?


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.


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


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


Data... the 'Hard' & 'Soft' of it: Impact of Embodied Metaphors on Attitude Strength

Sunaina Shrivastava, University of Iowa, USA
Gaurav Jain, Rensselaer Polytechnic Institute
JaeHwan Kwon, Baylor University
Dhananjay Nayakankuppam, University of Iowa, USA

Read More


Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons

Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA

Read More


Resolving Humorous Incongruity in Advertising Facilitates Impressions of Firm Competence

*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.