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Moralized consumer choice.

Berman, Jonathan Z.

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Moralized consumer choice.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Moralized consumer choice./
作者:	Berman, Jonathan Z.
面頁冊數:	131 p.
附註:	Source: Dissertation Abstracts International, Volume: 75-10(E), Section: A.
Contained By:	Dissertation Abstracts International75-10A(E).
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3623797
ISBN:	9781303965746

Moralized consumer choice.
Berman, Jonathan Z.

Moralized consumer choice. - 131 p.

Source: Dissertation Abstracts International, Volume: 75-10(E), Section: A.

Thesis (Ph.D.)--University of Pennsylvania, 2014.

Three essays investigate the consequences and psychological processes underlying moral choice conflict in consumer decision making. In the first essay, "Self-interest without Selfishness," I explore affective reactions consumers experience after having to choose between self-interested option and an option that benefits others. Through a series of psychological experiments I show how self-other tradeoffs can present a "lose-lose" situation for consumers. If a consumer selects an option of self-interest, he may feel guilt or reproach for prioritizing himself above others. However, if a consumer selects a prosocial option, he fails to reap the benefits inherit in self-interest. I show that imposing an option of self-interest maximizes happiness because it allows consumers to enjoy the benefits of self-interest without feeling selfish. In the second essay, "Judgments of Virtue in Consumer Behavior," I examine how consumers think about moral self-regulation. Both researchers and consumers alike use moral language to discuss a wide range of non-moral decision where temptation is strong. For instance, ordering fruit salad instead of chocolate cake for dessert is considered "virtuous" even though most people do not believe it is a moral choice. Through a series of psychological experiments, I show that people interpret virtue differently across intertemporal (i.e., present self/future self) and moral (i.e., self/other) temptations. For intertemporal temptations (e.g., cheating on a diet), willpower primarily determines judgments of virtue: a person who resists temptation is seen as more virtuous than someone who does not feel tempted by the vice. However, when a temptation is immoral (e.g., cheating on a spouse), purity of character is primary: a person who resists temptation is seen as less virtuous than a person who does not feel tempted by the vice. Finally, in the third essay, "Context Effects in Moral Consumer Choice," I provide an overview of the different ways that context influences consumer preference for moral outcomes. I summarize research showing that preferences for moral outcomes highly dependent on the local problem structure, and draw upon this research in order to identify key psychological drivers of moral choice.

ISBN: 9781303965746Subjects--Topical Terms:

536353
Marketing.

Moralized consumer choice.
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