Firms often discourage certain categories of individuals from buying their products, in contrast with typical assumptions about profit maximization. This paper provides a potential rationale for such firm behavior: consumers seek to signal that they have "good" moral values to themselves and...

This study aimed at investigating the role of consequentialist and deontological moral judgment in predicting online prosocial value endorsing crowdlending behavior. Using multiple linear regression on 198 participants (93 males, 105 females; mean of age = 30.56 years old, standard deviation of...