Double Standards in the Judgment of Consumer versus Business Unethical Behavior
; University of Management and Economics, Lithuania
Justina Gineikienė ; Vilnius University, Lithuania
Maik Huettinger ; University of Management and Economics, Lithuania
Benas Adomavičius ; University of Management and Economics, Lithuania
APA 6th Edition
Sinkevičius, M., Gineikienė, J., Huettinger, M. & Adomavičius, B. (2014). Double Standards in the Judgment of Consumer versus Business Unethical Behavior. Market-Tržište, 26 (1), 45-57. Retrieved from https://hrcak.srce.hr/123368
MLA 8th Edition
Sinkevičius, Mindaugas, et al. "Double Standards in the Judgment of Consumer versus Business Unethical Behavior." Market-Tržište, vol. 26, no. 1, 2014, pp. 45-57. https://hrcak.srce.hr/123368. Accessed 4 Oct. 2023.
Chicago 17th Edition
Sinkevičius, Mindaugas, Justina Gineikienė, Maik Huettinger and Benas Adomavičius. "Double Standards in the Judgment of Consumer versus Business Unethical Behavior." Market-Tržište 26, no. 1 (2014): 45-57. https://hrcak.srce.hr/123368
Sinkevičius, M., et al. (2014). 'Double Standards in the Judgment of Consumer versus Business Unethical Behavior', Market-Tržište, 26(1), pp. 45-57. Available at: https://hrcak.srce.hr/123368 (Accessed 04 October 2023)
Sinkevičius M, Gineikienė J, Huettinger M, Adomavičius B. Double Standards in the Judgment of Consumer versus Business Unethical Behavior. Market-Tržište [Internet]. 2014 [cited 2023 October 04];26(1):45-57. Available from: https://hrcak.srce.hr/123368
M. Sinkevičius, J. Gineikienė, M. Huettinger and B. Adomavičius, "Double Standards in the Judgment of Consumer versus Business Unethical Behavior", Market-Tržište, vol.26, no. 1, pp. 45-57, 2014. [Online]. Available: https://hrcak.srce.hr/123368. [Accessed: 04 October 2023]
Double standards in terms of individuals being more tolerant of questionable consumer practices than of similar business practices have been researched in several studies (e.g., De Bock, Vermeir & Van Kenhove, 2013; De Bock & Van Kenhove, 2011; Vermeir & Van Kenhove, 2008; DePaulo, 1987). However, a mismatch between the perceptions of a company’s corporate behavior and a consumer’s ethical behavior has scarcely been assessed from the point of view of individual differences on the consumer side. The purpose of the current study is to explore individual differences (optimistic versus pessimistic attitude towards business) in the use of ethical judgments regarding questionable conduct of a business versus that of a consumer. In other words, we investigate if the consumers who are positively disposed towards business are less critical of unethical corporate than of consumer actions. In our study, we compared the level of optimism with regard to businesses with attitudes towards business ethics (using the Perceived Role of Ethics and Social Responsibility scale (PRESOR) created by Singhapakdi, Vitell, Rallapalli and Kraft (1996)), and the attitudes towards consumer ethics (using the Consumer Ethics Scale (CES) by Vitell and Muncy (1992)). Research results indicate that the individuals having optimistic attitudes towards business are less likely to use double standards when it comes to (un)ethical consumer behavior, compared to (un)ethical corporate actions. Limitations and suggestions for further research are presented.
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