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, and communal cooperation. The results provide scholars and managers with means of improving their understanding and handling of consumers’ reactions to corporate irresponsibility.

Consumer Response to Corporate Irresponsible Behavior: Moral Emotions and Virtues / Grappi, Silvia; Romani, Simona; Bagozzi, Richard P.. - In: JOURNAL OF BUSINESS RESEARCH. - ISSN 0148-2963. - STAMPA. - 66:10(2013), pp. 1814-1821. [10.1016/j.jbusres.2013.02.002]

Consumer Response to Corporate Irresponsible Behavior: Moral Emotions and Virtues

GRAPPI, Silvia;
2013

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, and communal cooperation. The results provide scholars and managers with means of improving their understanding and handling of consumers’ reactions to corporate irresponsibility.
2013
66
10
1814
1821
Consumer Response to Corporate Irresponsible Behavior: Moral Emotions and Virtues / Grappi, Silvia; Romani, Simona; Bagozzi, Richard P.. - In: JOURNAL OF BUSINESS RESEARCH. - ISSN 0148-2963. - STAMPA. - 66:10(2013), pp. 1814-1821. [10.1016/j.jbusres.2013.02.002]
Grappi, Silvia; Romani, Simona; Bagozzi, Richard P.
File in questo prodotto:
File Dimensione Formato  
JBR(2013)_GrappiRomaniBagozzi.pdf

Accesso riservato

Tipologia: Versione pubblicata dall'editore
Dimensione 310.22 kB
Formato Adobe PDF
310.22 kB Adobe PDF   Visualizza/Apri   Richiedi una copia
GrappiConsumenraccepted version.pdf

Open access

Tipologia: Versione dell'autore revisionata e accettata per la pubblicazione
Dimensione 520.2 kB
Formato Adobe PDF
520.2 kB Adobe PDF Visualizza/Apri
Pubblicazioni consigliate

Licenza Creative Commons
I metadati presenti in IRIS UNIMORE sono rilasciati con licenza Creative Commons CC0 1.0 Universal, mentre i file delle pubblicazioni sono rilasciati con licenza Attribuzione 4.0 Internazionale (CC BY 4.0), salvo diversa indicazione.
In caso di violazione di copyright, contattare Supporto Iris

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/800689
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 292
  • ???jsp.display-item.citation.isi??? 273
social impact