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Consumer Attitudes About Personal and Political Action
Author(s) -
Baron Jonathan
Publication year - 1999
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp0803_04
Subject(s) - harm , action (physics) , politics , political action , product (mathematics) , psychology , social psychology , positive economics , political science , economics , law , geometry , mathematics , quantum mechanics , physics
People can express their moral views through their purchases or through political action. If a product is morally bad, or bad in other ways, people may refuse to purchase it for themselves, or they may take political action against it. Two questionnaire studies examined the determinants of attitudes toward these two types of action. Both types of action are affected by moral concerns. Political actions are more affected by universalized moral concerns, in which people think that something is wrong for everyone regardless of whether they think it is wrong or not. Some moral principles are seen as absolute values, protected from trade‐offs with other values. The studies also found evidence for moralization of many kinds of attributes, including some that affected only the buyer, particularly those that put the buyer at risk of harm.