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Consumer Perceived Ethicality: An Impression Formation Perspective

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  • Katja H. Brunk
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    Abstract

    This research investigates the process of how consumers form ethical perceptions of companies or brands by means of twenty in-depth interviews with general consumers. The study offers illustrative examples of evidence that the formation of consumer perceived ethicality (CPE) appears more in line with the configural model of impression formation, suggesting that perception formation is holistic and gestalt-like, rather than following the algebraic model, which takes a piecemeal information integration position. Given the explorative nature of the study, the paper concludes with developing research propositions for future – confirmative – testing.

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    Bibliographic Info

    Paper provided by ULB -- Universite Libre de Bruxelles in its series Working Papers CEB with number 10-034.

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    Length: 19 p.
    Date of creation: Jun 2010
    Date of revision:
    Publication status: Published by:
    Handle: RePEc:sol:wpaper:2013/57818

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    Related research

    Keywords: Ethical Consumerism; Impression Formation; Brand Perceptions; Consumer Perceived Ethicality (CPE); Corporate Ethics/CSR; Qualitative Research;

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    1. Spiggle, Susan, 1994. " Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 21(3), pages 491-503, December.
    2. 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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