Consumer Engagement after Moral Transgressions

Bingyan Hu; Alice Wang; Jinfeng Jiao

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Consumer Engagement after Moral Transgressions

Conference proceeding

Peer reviewed

Consumer Engagement after Moral Transgressions

Bingyan Hu, Alice Wang and Jinfeng Jiao

Advances in Consumer Research, Vol.47, p.631

01/01/2019

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Abstract

We identify a strategy consumers adopt to cope with their own moral transgressions-engaging in a subsequent purchasing process to distract themselves. Four studies suggest that, after committing moral transgressions, highly self-conscious consumers engage more intensively in the purchasing process to distract themselves from the negative outcomes of moral transgressions.

Buying

Consumer behavior

Consumers

Morality

Perceptions

Details

Title: Subtitle: Consumer Engagement after Moral Transgressions
Creators: Bingyan Hu
Alice Wang
Jinfeng Jiao
Resource Type: Conference proceeding
Publication Details: Advances in Consumer Research, Vol.47, p.631
Publisher: Association for Consumer Research
ISSN: 0098-9258
Language: English
Date published: 01/01/2019
Academic Unit: Marketing
Record Identifier: 9984380629202771

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