Positive Shock: A Consumer Ethical Judgement Perspective
Abstract
Existing debates on business ethics under-represent consumers’ perspectives. In order to progress understanding of ethical judgement in the marketplace, we unpack the interconnections between consumer ethical judgment, consent and context. We address the question of how consumers judge the morality of threat-based experiential marketing communications. Our interpretive qualitative research shows that consumers can feel positively about being...
Paper Details
Title
Positive Shock: A Consumer Ethical Judgement Perspective
Published Date
Feb 2, 2019
Journal
Volume
165
Issue
4
Pages
735 - 751
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