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Consumer response to corporate irresponsible behavior: Moral emotions and virtues

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  • Grappi, Silvia
  • Romani, Simona
  • Bagozzi, Richard P.
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    Abstract

    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.

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    File URL: http://www.sciencedirect.com/science/article/pii/S014829631300026X
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 66 (2013)
    Issue (Month): 10 ()
    Pages: 1814-1821

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    Handle: RePEc:eee:jbrese:v:66:y:2013:i:10:p:1814-1821

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Corporate social responsibility; Moral emotions; Other-regarding virtues; Negative word of mouth; Protest behaviors;

    References

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    1. Brunk, Katja H., 2010. "Exploring origins of ethical company/brand perceptions -- A consumer perspective of corporate ethics," Journal of Business Research, Elsevier, vol. 63(3), pages 255-262, March.
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    7. Kyoko Fukukawa & William Shafer & Grace Lee, 2007. "Values and Attitudes Toward Social and Environmental Accountability: a Study of MBA Students," Journal of Business Ethics, Springer, vol. 71(4), pages 381-394, April.
    8. Huber, Frank & Vollhardt, Kai & Matthes, Isabel & Vogel, Johannes, 2010. "Brand misconduct: Consequences on consumer-brand relationships," Journal of Business Research, Elsevier, vol. 63(11), pages 1113-1120, November.
    9. James C. Ward & Amy L. Ostrom, 2006. "Complaining to the Masses: The Role of Protest Framing in Customer-Created Complaint Web Sites," Journal of Consumer Research, University of Chicago Press, vol. 33(2), pages 220-230, 07.
    10. Brockner, Joel & Higgins, E. Tory, 2001. "Regulatory Focus Theory: Implications for the Study of Emotions at Work," Organizational Behavior and Human Decision Processes, Elsevier, vol. 86(1), pages 35-66, September.
    11. C. Bhattacharya & Daniel Korschun & Sankar Sen, 2009. "Strengthening Stakeholder–Company Relationships Through Mutually Beneficial Corporate Social Responsibility Initiatives," Journal of Business Ethics, Springer, vol. 85(2), pages 257-272, April.
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