Journal article
Deterrence And Consumer Fraud
Journal of retailing, Vol.65(1), pp.107-120
03/22/1989
Abstract
Deterrence theory is introduced to research on consumer fraud. Seven fraudulent behaviors are investigated, such as using expired coupons or eating something without paying for it. The results of a questionnaire administered to 156 college students at a large midwestern university during the spring and summer of 1987 indicate that strict conformists perceive a higher probability of being caught than potential offenders. This implies that, when trying to discourage potential offenders from acting fraudulently, retailers should use measures that are visible to the consumer (such as signs), rather than unseen measures (such as undercover agents). The study demonstrates that perceptions about formal sanctions and extralegal variables do affect intentions to act dishonestly. If retailers can alter these perceptions without alienating regular customers, they may be able to discourage fraudulent acts. A program emphasizing prevention would appear to make sense from both a management and a consumer perspective.
Details
- Title: Subtitle
- Deterrence And Consumer Fraud
- Creators
- Catherine A Cole
- Resource Type
- Journal article
- Publication Details
- Journal of retailing, Vol.65(1), pp.107-120
- ISSN
- 0022-4359
- eISSN
- 1873-3271
- Publisher
- Elsevier Limited
- Language
- English
- Date published
- 03/22/1989
- Academic Unit
- Marketing
- Record Identifier
- 9984963229002771
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