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• W2782162541 abstract "Moral decisions in the marketplace largely depend on consumers’ own behavioral history. Psychology literature distinguishes two possible routes for consumers’ sequential moral decision making: moral balancing and moral consistency. Moral balancing refers to consumers’ deviation from the moral stance reflected in their past decisions; moral consistency implies that consumers repeat their prior moral and immoral decisions. Drawing on regulatory focus theory, four experimental studies affirm that balancing effects occur for consumers with a strong promotion focus, but consistency is more pronounced for prevention-focused consumers; the studies also elucidate the processes underlying these effects. In addition, the promotion-balancing effect, but not the prevention-repetition effect, disappears if the second decision is unambiguously moral or immoral. These findings contribute to a better understanding of morality in the marketplace by showing that the prevention-repetition effect from psychology literature arises in consumption situations, and the promotion-balancing effect emerges as a new consumer behavior phenomenon." @default.
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• W2782162541 date "2018-01-16" @default.
• W2782162541 modified "2023-10-02" @default.
• W2782162541 title "Every Saint has a Past, and Every Sinner has a Future: Influences of Regulatory Focus on Consumers’ Moral Self-Regulation" @default.
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• W2782162541 doi "https://doi.org/10.1002/jcpy.1025" @default.
• W2782162541 hasPublicationYear "2018" @default.
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