Virtuous Or Vicious? New Insights Into Moral Processes in the Marketplace

This special session provides novel insights into how consumers form moral judgments in four important marketplace contexts. Questions addressed in this session include how consumers form moral judgements about i) other consumers ii) their own behavior towards companies iii) the behavior of companies towards society, and iiii) public policy makers.


Anika Stuppy, Femke van Horen, Meg Campbell, Phyliss Jia Gai, Amit Bhattacharjee, Haiyue (Felix) Xu, Lisa E. Bolton, Sangmin Kim, Kathleen Vohs, and Olga Stavrova (2021) ,"Virtuous Or Vicious? New Insights Into Moral Processes in the Marketplace", 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: 707-712.


Anika Stuppy, Tilburg University
Femke van Horen, Vrije Universiteit Amsterdam
Meg Campbell, University of Colorado
Phyliss Jia Gai, Peking University
Amit Bhattacharjee, INSEAD
Haiyue (Felix) Xu, The Pennsylvania State University
Lisa E. Bolton, The Pennsylvania State University
Sangmin Kim, University of Minnesota
Kathleen Vohs, University of Minnesota
Olga Stavrova, Tilburg Universty


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


Public Discourse and Cultural Valorization in the Cancer Marketplace

Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Benét DeBerry-Spence, University of Illinois at Chicago, USA
Søren TOLLESTRUP ASKEGAARD, University of Southern Denmark, Denmark
Sonya Grier, American University, USA

Read More


Associative versus Relational Processing: The Role of Elaboration in Evaluative Conditioning

Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA

Read More


Visualizing Price Magnitude: How Slider Scales Change Willingness-to-Pay

Manoj Thomas, Cornell University, USA
Ellie Kyung, Dartmouth College, USA

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.