Activating the Self-Importance of Consumer Selves: Exploring Identity Salience Effects on Judgments
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 31, Heft 2, S. 286-295
ISSN: 1537-5277
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In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 31, Heft 2, S. 286-295
ISSN: 1537-5277
In: Group & organization management: an international journal, Band 23, Heft 4, S. 390-413
ISSN: 1552-3993
This study investigates groups' ability to manage resources under high and low scarcity. We offer a contingency model to reconcile competing predictions in the literature: Cooperative group behavior is moderated by group communication and the distribution of resources. A sample of 208 undergraduate students role-played I of 4 "division managers" in a fictional organization. They made independent organizational resource withdrawal decisions. Three independent variables were manipulated: (a) level of resource replenishment, (b) group communication prior to decision making, and (c) access to the resource. Our findings indicated strong support for the hypothesized effect of communication and moderate support for the effect of resource distribution. Results suggest that a decline in scarcity increases cooperation only when groups are allowed to communicate and when there is equal access to resources. Theoretical and practical implications of these findings for group behavior in organizations are discussed, and future directions for research are offered.
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 33, Heft 1, S. 28-30
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 33, Heft 1, S. 1-15
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 31, Heft 3, S. 551-556
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 39, Heft 6, S. 1167-1184
ISSN: 1537-5277
Abstract
What reasoning processes do consumers use to support public figures who act immorally? Existing research emphasizes moral rationalization, whereby people reconstrue improper behavior in order to maintain support for a transgressor. In contrast, the current research proposes that people also engage in moral decoupling, a previously unstudied moral reasoning process by which judgments of performance are separated from judgments of morality. By separating these judgments, moral decoupling allows consumers to support a transgressor's performance while simultaneously condemning his or her transgressions. Five laboratory studies demonstrate that moral decoupling exists and is psychologically distinct from moral rationalization. Moreover, because moral decoupling does not involve condoning immoral behavior, it is easier to justify than moral rationalization. Finally, a field study suggests that in discussions involving public figures' transgressions, moral decoupling may be more predictive of consumer support (and opposition) than moral rationalization.
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 34, Heft 5, S. 713-726
ISSN: 1537-5277