Consumer response to corporate irresponsible behavior: Moral emotions and virtues

• Published in: Journal of business research Vol. 66; no. 10; pp. 1814 - 1821
• Main Authors: Grappi, Silvia, Romani, Simona, Bagozzi, Richard P.
• Format: Journal Article
• Language: English
• Published: New York Elsevier Inc 01.10.2013; Elsevier; Elsevier Sequoia S.A
• Subjects: Beschwerdemanagement; Consumer behavior; Consumer behaviour; Consumers; Corporate Social Responsibility; Emotion; Emotions; Moral emotions; Moral Hazard; Morality; Morals; Negative word of mouth; Other-regarding virtues; Protest behaviors; Social responsibility; Studies; Word of mouth advertising; Corporate social responsibility; Protest behaviors; Moral emotions; Negative word of mouth; Other-regarding virtues
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2013.02.002

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, equality, and communal cooperation. The results provide scholars and managers with means of improving their understanding and handling of consumers' reactions to corporate irresponsibility.