Loyalty as a matter of principle: the influence of standards of judgment on customer loyalty

Love, Edward; Staton, Mark; Rotman, Jeff

doi:10.1007/s11002-015-9371-0

Cited by 18 publications

(12 citation statements)

References 36 publications

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“…The first prediction was based on recent debates in the field of moral psychology indicating that people's stronger inclination towards the utilitarian principle that is observed under certain conditions can, but does not have to, imply weaker inclination towards the deontological principle. That is, making decisions in line with the utilitarian principle does not imply that one acts simultaneously in opposition to the deontological principle (Conway & Gawronski, 2013;Greene et al, 2008;Love, Salinas, & Rotman, 2020;Love, Staton, & Rotman, 2015). When interpreting the outcomes of Experiments 1-4, we concluded that our participants were more willing to make utilitarian choices after exposure to market relationships.…”

Section: E Xperimentmentioning

confidence: 77%

Market mindset impacts moral decisions: The exposure to market relationships makes moral choices more utilitarian by means of proportional thinking

Zaleśkiewicz

Gąsiorowska

Kuźmińska

et al. 2020

Euro J Social Psych

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We show that exposure to market relationships increases people's tendency to make utilitarian moral choices by means of proportional thinking-the definitional feature of the market mindset. In Experiment 1, participants primed with market relationships made more utilitarian choices in both the trolley and the footbridge dilemmas. In Experiment 2, priming market mindset led to more utilitarian moral choices and to greater focus on the proportion of survivors to victims. Experiment 3 showed that the effect of market mindset on utilitarian choices held only when the numbers of potential deaths and saved lives were clearly specified. A preregistered Experiment 4 demonstrated that the motivation to use proportional thinking mediates the relationship between market mindset and making utilitarian choices. Experiment 5, also preregistered, showed that the main effect we demonstrated is not due to suppressed emotions and that proportional thinking increases utilitarian choices as part of a broader orientation on rationality. K E Y W O R D S market mindset, moral choices, proportional thinking, utilitarian choices | 1501 MARKET MINDSET IMPACTS MORAL DECISIONS directed towards calculating and acting in accord with ratios or rates (Fiske, 2004; Rai & Fiske, 2011). 1.1 | Moral judgment and choice: Utilitarianism versus deontology When investigating moral judgment and decision-making, both philosophy and psychology often refer to the dual-process approach (Greene, 2007, 2014). This framework differentiates between deontology, which states that morality of an action depends on the intrinsic nature of human actions regardless of their consequences (Kant, 1785/1959) and utilitarianism or consequentialism, which implies that morality of different actions is determined by their outcomes (Mill, 1861/1998). Proponents of the utilitarian position argue that moral decision-making should always lead to the best overall consequences for all concerned (Conway, Goldstein-Greenwood, Polacek, & Greene, 2018). Even though the tension between these two approaches has, for many years, been at the heart of the philosophical debate, it is also of great importance from the standpoint of social psychology (Bartels, 2008; Greene, 2007). It concerns not only rather abstract and rare dilemmas such as whether to kill one person in order to save several others (Thomson, 1976), but also more practical, daily-life problems such as whether to fire a small group of workers during a recession to lower costs and save jobs for a larger group of employees. Several years ago, Greene, Sommerville, Nystrom, Darley, and Cohen (2001) proposed a theoretical model that aimed to explain why, in some situations, people employ deontological reasoning, while in others they turn towards the utilitarian orientation (see

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Section: E Xperimentmentioning

confidence: 77%

Market mindset impacts moral decisions: The exposure to market relationships makes moral choices more utilitarian by means of proportional thinking

Zaleśkiewicz

Gąsiorowska

Kuźmińska

et al. 2020

Euro J Social Psych

View full text Add to dashboard Cite

show abstract

“…This may help to explain why, despite demonstrating significant differences in unethical intentions and behaviors across our experimental conditions, the cell means for some of our dependent variables were relatively low in an absolute sense (i.e., below the scale midpoint). Certain consumers may take a deontological view on morality whereby moral rules are black and white, and stealing or cheating is always considered wrong (Love, Staton, & Rotman, ). Conversely, if some consumers are inclined to perceive their unethical treatment of harmful brands as morally justified, then such behaviors should be more likely to emerge among those consumers who are more chronically sensitive to justice violations than among those who are less so (Colquitt, ; Schmitt, Baumert, Gollwitzer, & Maes, ).…”

Section: Discussionmentioning

confidence: 99%

Lie, Cheat, and Steal: How Harmful Brands Motivate Consumers to Act Unethically

2017

Self Cite

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While brand punishment-through either individual or collective action-has received ample attention by consumer psychologists, absent from this literature is that such punishment can take the form of unethical actions that can occur even when the consumer is not personally harmed. Across three studies, we examine consumers' propensity to act unethically towards a brand that they perceive to be harmful. We document that when consumers come to see brands as harmful-even in the absence of a direct, personal transgression-they can be motivated to seek retribution in the form of unethical intentions and behaviors. That is, consumers are more likely to lie, cheat, or steal to punish a harmful brand. Drawing on these findings, we advance implications for consumer psychologists and marketing practitioners and provide avenues for future research in the area.

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“…Decision‐context factors such amount of purchase planning (extensive vs. spontaneous), the environmental context (public vs. private), or even the cognitive resources available to consumers may enable or diminish consumers' ability to channel PMI to justify and support their ethical actions (Das et al ; Kim et al ). Additionally, future research should investigate whether personal factors such as regulatory focus (Melnyk et al ) or ethical orientation (Love, Staton, and Rotman ) moderate the connection between perceived influence and consumer action.…”

Section: Discussionmentioning

confidence: 99%

Perceived Marketplace Influence and Consumer Ethical Action

Leary¹,

Vann²,

Mittelstaedt³

2018

Journal of Consumer Affairs

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The present work presents two studies exploring the impact of perceived marketplace influence (PMI) on consumer decisions to engage in ethical marketplace action. Study 1 shows that PMI is associated with positive (negative) word‐of‐mouth in response to the ethical (unethical) actions of an organization. Study 2 shows that PMI is associated with the purchase of and willingness to pay for ethical products Fair Trade and philanthropy‐linked ethical products. Differences emerge between the two dimensions of PMI (PMI Consumer and PMI Organization) based on the hedonic or utilitarian features of the products. Results also show autonomous motivation to mediate the relationship between PMI and ethical intentions. We conclude with discussion of the implications of PMI for policy and consumer well‐being.

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Loyalty as a matter of principle: the influence of standards of judgment on customer loyalty

Cited by 18 publications

References 36 publications

Market mindset impacts moral decisions: The exposure to market relationships makes moral choices more utilitarian by means of proportional thinking

Market mindset impacts moral decisions: The exposure to market relationships makes moral choices more utilitarian by means of proportional thinking

Lie, Cheat, and Steal: How Harmful Brands Motivate Consumers to Act Unethically

Perceived Marketplace Influence and Consumer Ethical Action

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