“Monkey See, Monkey Do?”: The Effect of Construal Level on Consumers’ Reactions to Others’ Unethical Behavior
Abstract
This research examines how and why reactions to other consumers’ unethical behavior differ among consumers and vary in different situations. Drawing on construal level theory, the authors propose that the relationship between other consumers’ unethical behavior and focal consumers’ unethical behavior is moderated by focal consumers’ construal level, and self-expressiveness mediates this moderating effect. Specifically, consumers at higher...
Paper Details
Title
“Monkey See, Monkey Do?”: The Effect of Construal Level on Consumers’ Reactions to Others’ Unethical Behavior
Published Date
Apr 20, 2018
Journal
Volume
156
Issue
2
Pages
455 - 472
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