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Consumer transgressions in the marketplace: Consumers' perspectives
Author(s) -
Dodge H. Robert,
Edwards Elizabeth A.,
Fullerton Sam
Publication year - 1996
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199612)13:8<821::aid-mar7>3.0.co;2-h
Subject(s) - psychology , variance (accounting) , consumer behaviour , sample (material) , social psychology , marketing , economics , business , chemistry , accounting , chromatography
A national sample of 532 consumers was assessed on 15 different scenarios that reflect questionable behaviors by consumers. The results indicate that consumers are ethically predisposed as they generally express little tolerance for behavioral transgressions on the part of the customer. Factor analysis identified two latent dimensions for the scenarios: direct economic consequences and indirect economic consequences. Respondents expressed greater intolerance of those actions that comprise the indirect economic consequences factor. One‐way analysis of variance identified several instances where age, gender, education, and income were related to specific responses. © 1996 John Wiley & Sons, Inc.