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Fair Or Not? Political Ideology Shapers Observers' Responses to Service Failures
Ist Teil von
Advances in Consumer Research, 2020, Vol.48, p.936
Ort / Verlag
Urbana: Association for Consumer Research
Erscheinungsjahr
2020
Link zum Volltext
Quelle
EBSCOhost Business Source Ultimate
Beschreibungen/Notizen
We use a combination of experimental, big data, and survey methods to show that political ideology shapes observing consumers' responses to service failures. Following a service failure, liberal (vs. conservative) observers are likely to respond more negatively to the brand, driven by their greater endorsement of the fairness moral foundation. This research highlights the morality-driven process by which political ideology predicts consumer behavior in non-political contexts such as service failures. At a broader level, our studies show that moral processes diverge consumer judgments even in the absence of overt moral or ethical dilemmas.