Abstract:Purpose Drawing on Socioemotional Selectivity Theory, the present research aims to investigate how sport consumers’ moral reasoning strategies and forgiveness intent toward a sport organization’s misconduct depending on the consumers’ different time perspectives(expansive vs. limited). Methods An experimental study (total n = 129; Baby Boomer generation = 62, generation MZ = 67) was conducted by utilizing a fictitious scenario depicting a sport organization’s misconduct. The proposed hypotheses were tested by … Show more
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