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Immoral by association: Customers' r...
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Johnson, Allison Rachelle.
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Immoral by association: Customers' reactions to information about an employee's morality.
紀錄類型:
書目-電子資源 : Monograph/item
正題名/作者:
Immoral by association: Customers' reactions to information about an employee's morality./
作者:
Johnson, Allison Rachelle.
面頁冊數:
117 p.
附註:
Source: Dissertation Abstracts International, Volume: 66-11, Section: A, page: 4104.
Contained By:
Dissertation Abstracts International66-11A.
標題:
Business Administration, Marketing. -
電子資源:
http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3196825
ISBN:
9780542427015
Immoral by association: Customers' reactions to information about an employee's morality.
Johnson, Allison Rachelle.
Immoral by association: Customers' reactions to information about an employee's morality.
- 117 p.
Source: Dissertation Abstracts International, Volume: 66-11, Section: A, page: 4104.
Thesis (Ph.D.)--University of Southern California, 2005.
My dissertation tests the proposition that judgments of company morality can be made based on association with an employee's immoral (or moral) behavior. If moral judgments are made based on association, rather than on consumers' deliberation of the relevance of the employee's action to judgments of the company, the employee's morality should be generalized to judgments of the company's morality. Four experiments examine associative judgments of company morality based on information about employee morality, providing evidence of judgments based on associative processing by contrast with judgments more likely to be formed based on deliberative processing. The findings indicate that, consistent with an associative processing interpretation, judgments of company morality can lack objective justification and can vary based on a consumer's perception of the strength of the employee's association with the company. The action of an employee who is highly representative of the company, such as the company president, was found to have a greater effect on company morality judgments than the action of a less representative employee, such as an assembly line worker. However, an immoral action by a less representative employee can have a significant, though lesser, effect on judgments of company morality. Motivating deliberative judgments of company morality was also found to decrease the effect of an employee's morality. Such motivation to process information deliberatively was created based on accountability for the judgment, as well as by priming the rules by which judgments of morality are deliberatively formed. In sum, this research contributes to the literature on corporate social responsibility by demonstrating that the mere association of a company with an employee's morality can influence judgments of company morality and purchase intentions.
ISBN: 9780542427015Subjects--Topical Terms:
1017573
Business Administration, Marketing.
Immoral by association: Customers' reactions to information about an employee's morality.
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Source: Dissertation Abstracts International, Volume: 66-11, Section: A, page: 4104.
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