Are Consumers’ Ethical Intentions Predictable by the Standards They Use to Judge Others?


Through different experiments, SEM Associate Professor Yang Lifeng and her collaborators found that even when consumers exhibit strong moral judgement against a business ethics, their intention to engage in such behavior may not be predicted by their judgment of how unethical a behavior is. The research suggests the existence of a discrepancy between a persons ethical judgment and their ethical behavior. To prevent/reduce loss, businesses are encouraged to develop better safeguards against consumer misconduct that can potentially deviate from the manifested ethical values.


Unethically Keeping the Change While Demeaning the Act,Journal of Consumer Marketing, vol 34, Issue 1, pg 11-19 (2017)