How Mainstream Consumers Think about Consumer Rights and Responsibilities
研究了主流消费者在信用卡场景中如何形成对消费者权利、政府监管和个人责任的看法，发现四种政治神话（个人自主、社会平等、消费者主权、企业主导）之间的张力塑造了消费者的道德判断和责任分配。
This article examines how mainstream consumer thinking is structured in order to form opinions about consumer rights, government regulation, and individual responsibility in the credit card setting. A broader political ideology-one that intertwines consumption practices with a causal narrative of business, society, and state-infuses consumer opinions. The article finds that four sociohistorically shaped political myths compete in this ideological space: individual autonomy, social equality, consumer sovereignty, and corporate dominance. Consumers negotiate tensions between each of these four myths-for example, individual autonomy versus social equality, and consumer sovereignty versus corporate dominance. This ideology triggers moral judgments among consumers about self and others that inform their perceptions of deservedness and apportions degrees of responsibility and blame across consumer, business, and government participants. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..