业务
解耦(概率)
心理学
营销
互联网隐私
社会心理学
公共关系
政治学
计算机科学
控制工程
工程类
作者
Felix Friederich,Jorge Matute,Ramon Palau‐Saumell,Jan‐Hinrich Meyer
标识
DOI:10.1080/0267257x.2022.2042361
摘要
Consumers often continue to support companies involved in unethical conduct. Yet, a theoretical understanding of such behavior is lacking. This study aims to demonstrate that moral decoupling enables consumers to offer continuous support for companies involved in unethical conduct by reducing feelings of guilt in the purchase decision. It further intends to explore how personality traits moderate the influence of decoupling mechanisms on purchase intentions and to show how the moral intensity of misconduct affects consumersʻ activation of moral decoupling. Four empirical studies were conducted, revealing that decoupling explains purchase intentions both directly and indirectly through guilt. The study also shows that consumersʻ empathic concern and moral identity moderate decoupling processes. High moral intensity of unethical conduct diminished engagement in moral decoupling.
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