Consumer biases in the perception of organizational greed
| Autor: | Clare D'Souza, Stephen Singaraju, Luis Alfredo Arango Soler, Outi Niininen |
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| Rok vydání: | 2022 |
| Předmět: |
Marketing
Economics and Econometrics yrityskuva Public Health Environmental and Occupational Health organisaatiot morality kuluttajakäyttäytyminen black sheep yritykset ahneus arvot (käsitykset) organizational greed ingroups biases kuluttajat common is moral heuristic Applied Psychology consumer perceptions underdogs arvottaminen |
| Zdroj: | International Journal of Consumer Studies. 47:767-783 |
| ISSN: | 1470-6431 1470-6423 |
| DOI: | 10.1111/ijcs.12870 |
| Popis: | This article extends current models of how consumers judge or perceive organizations as greedy by employing the theoretical framework of motivated moral reasoning. We show that inherent features of an organization (size and “black sheep” status) and its behavior (relative frequency) bias consumer perceptions of organizational greed. We use an experimental methodology, present subjects with vignettes describing different scenarios, validate our questionnaire using confirmatory factor analysis, and test our hypotheses by employing a general linear model with covariates. Our findings suggest that consumer perceptions of organizational greed are subject to three effects: the underdog effect (Study 1, n = 496), the black sheep effect (Study 2, n = 229), and the “common is moral” heuristic (Study 3, n = 249). This is the first study to investigate greed under a motivated reasoning paradigm and to show that perceptions of organizational greed are subject to socio-psychological biases. This study also provides advice on branding and positioning strategies that appeal to the underdog status of an organization or its local origins. peerReviewed |
| Databáze: | OpenAIRE |
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