Misleading Heuristics for Moderated Multiple Regression Models
In: Journal of Marketing Research, Band 38, S. 100-109
12 Ergebnisse
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In: Journal of Marketing Research, Band 38, S. 100-109
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In: Journal of Marketing Research, Band 40, S. 366-371
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In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 28, Heft 3, S. 355-368
ISSN: 1537-5277
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Working paper
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 36, Heft 2, S. 188-198
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 24, Heft 4, S. 459-468
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, S. ucv040
ISSN: 1537-5277
In: Group Processes and Intergroup Relations, Band 4, S. 99-115
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In: Journal of risk and uncertainty, Band 6, Heft 1, S. 5-18
ISSN: 1573-0476
In: Accounting, Organizations and Society, Forthcoming
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SSRN
Working paper
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 45, Heft 1, S. 185-207
ISSN: 1537-5277
Abstract
This research documents a systematic bias in memory for ethical attribute information: consumers have better memory for an ethical attribute when a product performs well on the attribute versus when a product performs poorly on the attribute. Because consumers want to avoid emotionally difficult ethical information (e.g., child labor) but believe they should remember it in order to do the right thing, the presence of negative ethical information in a choice or evaluation produces conflict between the want and should selves. Consumers resolve this conflict by letting the want self prevail and forgetting or misremembering the negative ethical information. A series of studies establishes the willfully ignorant memory effect, shows that it holds only for ethical attributes and not for other attributes, and provides process evidence that it is driven by consumers allowing the want self to prevail in order to avoid negative feelings associated with the conflict. We also ameliorate the effect by reducing the amount of pressure exerted by the should self. Lastly, we demonstrate that consumers judge forgetting negative ethical information as more morally acceptable than remembering but ignoring it, suggesting that willfully ignorant memory is a more morally acceptable form of coping with want/should conflict.