Lie, Cheat, and Steal: How Harmful Brands Motivate Consumers to Act Unethically
研究了消费者在未直接受害时，也会因感知品牌有害而通过撒谎、欺骗或偷窃等不道德行为来惩罚该品牌，对理解消费者报复心理和营销实践有启示。
While brand punishment—through either individual or collective action—has received ample attention by consumer psychologists, absent from this literature is that such punishment can take the form of unethical actions that can occur even when the consumer is not personally harmed. Across three studies, we examine consumers’ propensity to act unethically towards a brand that they perceive to be harmful. We document that when consumers come to see brands as harmful—even in the absence of a direct, personal transgression—they can be motivated to seek retribution in the form of unethical intentions and behaviors. That is, consumers are more likely to lie, cheat, or steal to punish a harmful brand. Drawing on these findings, we advance implications for consumer psychologists and marketing practitioners and provide avenues for future research in the area.