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Consumer Response to Unethical Corporate Behavior: A Re-Examination and Extension of the Moral Decoupling Model

Author

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  • Kristina Haberstroh

    (Christian-Albrechts-Universität Kiel)

  • Ulrich R. Orth

    (Christian-Albrechts-Universität Kiel
    University of Adelaide
    University of South Australia)

  • Stefan Hoffmann

    (Christian-Albrechts-Universität Kiel)

  • Berit Brunk

    (Christian-Albrechts-Universität Kiel)

Abstract

This research replicates Bhattacharjee et al. (J Consum Res 39(4):1167–1184, 2013) moral decoupling model and extends the original along the dimensions of theory, method, and context. Adopting a branding perspective and focusing on the corporate domain rather than the public figures investigated by Bhattacharjee and colleagues, this research examines the proposition that consumers dissociate judgments of morality from judgments of performance to justify purchasing from companies deemed to act immorally. The original study is further extended by applying the model in a different cultural context and employing a more realistic stimulus to establish external and ecological validity. The results of the replication generally support the original findings, in particular, under conditions of higher product involvement, a theoretical extension.

Suggested Citation

  • Kristina Haberstroh & Ulrich R. Orth & Stefan Hoffmann & Berit Brunk, 2017. "Consumer Response to Unethical Corporate Behavior: A Re-Examination and Extension of the Moral Decoupling Model," Journal of Business Ethics, Springer, vol. 140(1), pages 161-173, January.
    • Handle: RePEc:kap:jbuset:v:140:y:2017:i:1:d:10.1007_s10551-015-2661-x
    DOI: 10.1007/s10551-015-2661-x
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    2. Fehr, Ryan & Welsh, David & Yam, Kai Chi & Baer, Michael & Wei, Wu & Vaulont, Manuel, 2019. "The role of moral decoupling in the causes and consequences of unethical pro-organizational behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 153(C), pages 27-40.
    3. Septianto, Felix & Tjiptono, Fandy & Kusumasondjaja, Sony, 2020. "Anger punishes, compassion forgives: How discrete emotions mitigate double standards in consumer ethical judgment," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
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    15. Orth, Ulrich R. & Hoffmann, Stefan & Nickel, Kristina, 2019. "Moral decoupling feels good and makes buying counterfeits easy," Journal of Business Research, Elsevier, vol. 98(C), pages 117-125.

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