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.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/800689
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