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Strength in Numbers: The Moral Antec...

Dong, Ping.

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Strength in Numbers: The Moral Antecedent and Consequence of Consumer Conformity.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Strength in Numbers: The Moral Antecedent and Consequence of Consumer Conformity./
作者:	Dong, Ping.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
面頁冊數:	116 p.
附註:	Source: Dissertations Abstracts International, Volume: 79-07, Section: A.
Contained By:	Dissertations Abstracts International79-07A.
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10271191
ISBN:	9780355441086

Strength in Numbers: The Moral Antecedent and Consequence of Consumer Conformity.
Dong, Ping.

Strength in Numbers: The Moral Antecedent and Consequence of Consumer Conformity. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 116 p.

Source: Dissertations Abstracts International, Volume: 79-07, Section: A.

Thesis (Ph.D.)--University of Toronto (Canada), 2017.

This item must not be sold to any third party vendors.

Consumers often encounter moral violations in their daily life, from every day transgressions such as adultery and tax evasion to infamous company frauds. News reports about immoral behaviors of one type or another have become regular features on TV programs, radio stations, and social media websites. Previous research has mainly focused on how exposure to others' moral violations can influence one's own behaviors in a personal setting. However, we know very little about how moral violations may affect the way consumers relate to others. To fill this gap, my dissertation focuses on understanding the social nature of morality by exploring the moral antecedent (Essay 1) and consequence (Essay 2) of consumer conformity. Essay 1 investigates the moral antecedent of consumer conformity. By synthesizing insights from research on social order and conformity, I propose that exposure to others' immoral behaviors can heighten the perceived threat to social order, which may increase consumers' endorsement of conformist attitudes and hence their preferences for majority-endorsed choices in subsequently unrelated consumption situations. Moreover, I show that the effect disappears (a) when the moral violator has already been punished by third parties (Study 4) and (b) when the majority-endorsed option is perceived as immoral and therefore may be viewed as being complicit with the moral violators (Study 5). Essay 2 examines the moral consequence of consumer conformity. Extending the results of Essay 1, I propose and demonstrate that perceptions of being in the majority (vs. minority) group, even in a completely unrelated domain (e.g., consumption), can induce perceptions of being in the moral majority and signal social order to consumers, which has important downstream consequences on consumers' moral judgments such as reducing their concerns about condemning and punishing moral transgressors. Three studies provide support for these propositions. By advancing our understanding of the moral antecedent and consequence of consumer conformity, this dissertation adds to a growing research stream showing that moral concerns can affect consumer behavior by exploring (a) how moral principles could serve as a basis for consumers' preferences and choices and (b) how consumption conformity can buffer moral threats.

ISBN: 9780355441086Subjects--Topical Terms:

536353
Marketing.

Strength in Numbers: The Moral Antecedent and Consequence of Consumer Conformity.
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