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看到坏事会使你做好吗? 目击零售业的违规行为如何影响对引起市场报价的反应

商业研究杂志。 十一月6,2020

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可以见证另一个人犯下市场违规行为(例如,入店行窃),从而影响消费者对引起市场营销(CM)报价的反应吗? 四个实验表明,消费者对CM的提议做出了更积极的回应,以此作为对他人违法行为的赎罪手段。 这种替代性的道德补偿效果仅在心理上感觉与犯罪者(相对远离犯罪者)(研究1和3)接近的高道德识别者中观察到,并且是由于他们在看到犯罪后经历的身份威胁而产生的(研究2)。 。 其他发现表明,当消费者有机会通过肯定自己的道德观念来应对这种威胁时,对CM为道德补偿目的提供的响应能力的减弱就会减弱(研究4)。 讨论了这些发现的理论和管理意义,以及对未来研究的建议。

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