“Witnessing moral violations increases conformity in consumption” by Ms. Ping Dong
Monday, 17 Oct 2016 | 10:30am - 12:00noon
1303, K.K. Leung Bldg
MARKETING SEMINAR
Speaker:
Ms. Ping Dong
PhD Candidate in Marketing
Rotman School of Management
University of Toronto
Abstract:
Consumers frequently encounter moral violations (e.g., financial scandal, cheating, and corruption) in their daily life. Yet little is known about how exposure to moral violations may affect consumer choice. By synthesizing insights from research on social order and conformity, we propose that mere exposure to others’ immoral behaviors heightens perceived threat to social order, which increases consumers’ endorsement of conformist a
