Consumer response to corporate irresponsible behavior: Moral emotions and virtues
A unique theoretical framework for explaining consumer word of mouth and protest behaviors against corporate irresponsibility is developed and tested. Through field surveys with adult consumers, this study demonstrates how consumers' negative moral emotional responses to corporate infractions i...
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| Veröffentlicht in: | Journal of business research 2013-10, Vol.66 (10), p.1814-1821 |
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| container_end_page | 1821 |
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| container_issue | 10 |
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| container_title | Journal of business research |
| container_volume | 66 |
| creator | Grappi, Silvia Romani, Simona Bagozzi, Richard P. |
| description | A unique theoretical framework for explaining consumer word of mouth and protest behaviors against corporate irresponsibility is developed and tested. Through field surveys with adult consumers, this study demonstrates how consumers' negative moral emotional responses to corporate infractions instigate, in combination with other-regarding virtues, negative word of mouth and protest toward the corporation. Negative moral emotions include contempt, anger, and disgust; whereas other-regarding virtues entail justice, beneficence, equality, and communal cooperation. The results provide scholars and managers with means of improving their understanding and handling of consumers' reactions to corporate irresponsibility. |
| doi_str_mv | 10.1016/j.jbusres.2013.02.002 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0148-2963 |
| ispartof | Journal of business research, 2013-10, Vol.66 (10), p.1814-1821 |
| issn | 0148-2963 1873-7978 |
| language | eng |
| recordid | cdi_proquest_miscellaneous_1448372198 |
| source | ScienceDirect Journals (5 years ago - present) |
| subjects | Consumer behavior Consumer behaviour Consumers Corporate social responsibility Emotions Moral emotions Morality Morals Negative word of mouth Other-regarding virtues Protest behaviors Social responsibility Studies Word of mouth advertising |
| title | Consumer response to corporate irresponsible behavior: Moral emotions and virtues |
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