Lie, cheat, and steal: how harmful brands motivate consumers to act unethically

• Main Authors: Rotman, Jeff D., Khamitov, Mansur, Connors, Scott
• Other Authors: Campbell, Margaret C.
• Format: Article
• Language: English
• Published: 2018
• Subjects: Harmfulness; Brand Punishment; DRNTU::Business::Marketing
• Online Access: https://hdl.handle.net/10356/87593; http://hdl.handle.net/10220/45581; https://onlinelibrary.wiley.com/doi/abs/10.1002/jcpy.1002
• Institution: Nanyang Technological University

While brand punishment—through either individual or collective action—has received ample attention by consumer psychologists, absent from this literature is that such punishment can take the form of unethical actions that can occur even when the consumer is not personally harmed. Across three studie...