(Un-)Ethical Consumer Behavior and Dehumanization – When Wealthy Consumers Are Perceived As Less Human

This article examines morality judgements when (non-)wealthy consumers behave (un-) ethically. Three studies show that individuals morally judge and dehumanize wealthy (vs. non-wealthy) consumers more. While prosocial jobs (vs. non-prosocial jobs) buffer this moral judgment and dehumanization of wealthy consumers, we find no differences for self-achieved wealth (vs. given wealth).


Meikel Soliman, Jurgen Willems, and David Loschelder (2021) ,"(Un-)Ethical Consumer Behavior and Dehumanization – When Wealthy Consumers Are Perceived As Less Human", 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: 928-928.


Meikel Soliman, Leuphana University Lüneburg
Jurgen Willems, WU Vienna
David Loschelder, Leuphana University Lüneburg


NA - Advances in Consumer Research Volume 49 | 2021

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