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- W2297920303 abstract "In two experiments, we apply theories and methods from moral psychology to understand consumers' moral judgments of corporations and the unconscious processes that guide them. Study 1 shows cola-brand preference influences self-reported judgments of corporate misconduct, such that judgments are less severe for ingroup- (vs. outgroup-) brand corporations. Study 2 replicates Study 1 as well as uses implicit measures to provide evidence for the morality-shifting hypothesis (i.e., the notion that consumers intuitively reframe the foundations underlying moral judgments as a function of brand identification). Discussion centers on implications for understanding consumer's moral judgments as well as for promotion management." @default.
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- W2297920303 date "2016-01-02" @default.
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- W2297920303 title "Morality Shifting: How Consumer Preferences Influence Moral Judgments of Corporate Misconduct" @default.
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- W2297920303 doi "https://doi.org/10.1080/10496491.2015.1107014" @default.
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