Title: Focusing on Details Results in Tolerance: How Construal Level Theory Relates to Consumer Ethical Beliefs
Authors: Yetiser, Begüm
Geuens, Maggie
Faseur, Tine
Issue Date: 2014
Host Document: EMAC conference proceedings vol:43
Conference: European marketing academy edition:43 location:Valencia date:3-6 June 2014
Abstract: To get a better idea of when consumer misconduct is most likely, we relate construal level (CL) to consumers’ tolerance towards ethically questionable consumer practices. Prior research on CL and more severe moral transgressions (outside a consumer context) shows inconsistent findings, possibly because of the use of specific manipulations and scenarios. To avoid such idiosyncratic effects, we measure respondents’ chronic construal level by means of a general scale and we use a consumer beliefs scale designed to cover a wide variety of ethical consumer behaviors. A US study shows that the lower consumers’ chronic level of construal, the more tolerant they are towards ethically questionable acts. This result was replicated in a Turkish sample. Inducing abstract processing could thus be a way to inhibit consumer misbehavior.
Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Research Centre for Work and Organisation Studies (WOS Bxl), Campus Brussels
Faculty of Economics and Business (FEB) - miscellaneous

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