Seeking Justice : How Harmful Brands Cause Consumers to Punish, Cheat, and Steal

We examine how and why consumers engage in retributional acts directed towards brands that are perceived as harmful. Consumers are shown to lie, cheat, and steal as they attribute lower moral worth to harmful brands and this effect is shown to persist in the absence of any attributable brand transgression

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Year of publication:	2017
Authors:	Rotman, Jeff
Other Persons:	Khamitov, Mansur (contributor) ; Connors, Scott (contributor)
Publisher:	[2017]: [S.l.] : SSRN
Subject:	Konsumentenverhalten \| Consumer behaviour \| Markenführung \| Brand management \| Gerechtigkeit \| Justice \| Strafe \| Punishment \| Experiment

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Extent:	1 Online-Ressource (3 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN: Association for Consumer Research, Pages: 605-606 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments December 1, 2016 erstellt
Classification:	M3 - Marketing and Advertising ; M30 - Marketing and Advertising. General ; M31 - Marketing ; M37 - Advertising ; M39 - Marketing and Advertising. Other ; D12 - Consumer Economics: Empirical Analysis ; D18 - Consumer Protection
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012957772