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 person’s 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)
