51. The Influence of Wealth – Dehumanizing Consumers Who Behave (Un)ethically Differently
- Author
-
Soliman, Meikel and Willems, Jurgen
- Subjects
Business - Abstract
Past research revealed that morality judgements of consumers behaving unethically depends on consumer characteristics. One basic consumer characteristic is whether consumers are described as wealthy (vs. not wealthy). Previous literature raises the point that consumers behaving unethically in the marketplace might be judged differently, depending on the level of wealth. Unethical consumer behavior refers to consumers violating accepted norms in a market exchange setting (Campbell & Winterich 2018). Similar research reveals that consumers requiring government assistance are judged as more unethical when buying organic products (vs. wealthy consumers who earn their money; Olson et al. 2016). Contrary, little research has systematically investigated the relationship between the level of wealth in an unethical consumer behavior setting (Campbell & Winterich 2018). In line, the reason for how consumers derive their moral judgements must be better understood. The role of dehumanization (understood as the denial of humanness; Haslam 2006) has not been sufficiently understood within market exchanges and particular in the domain of morality in market exchanges (cf. Henkel et al. 2018), even though previous research pointed out that generally wealthy consumers are dehumanized differently compared to not-wealthy consumers (Sainz et al. 2018/2019). In addressing these gaps in literature, this online experiment analyzes if the level of wealth influences how consumers are morally judged and dehumanized differently, when showing (un)ethical consumer behavior. To put it in a research question – How do morality judgements of unethical consumer behaviors differ depending on the level of wealth? Are consumers dehumanized differently based on their level of wealth when behaving unethically?
- Published
- 2022
- Full Text
- View/download PDF