Morality Appraisals in Consumer Responsibilization
研究美国消费者如何回应枪支自卫的责任化呼吁，发现消费者只在部分场景中接受责任化，接受程度取决于他们对责任化子过程的道德评价，而他们对宪法权利的理解则作为评价的启发式工具。
Abstract In recent decades, U.S. gun rights lobbying groups, politicians, courts, and market actors have sought to responsibilize U.S. consumers to use firearms to address the societal problem of crime. These efforts center an interpretation of the constitutional right to keep and bear arms guaranteed by the Second Amendment as an entitlement for individuals to practice armed self-defense. Using interview and online discussion data, this research investigates consumers’ responses to responsibilization for this morally fraught set of behaviors, and the role of consumers’ various understandings of the right to bear arms in these responses. Findings show that consumers consider multiple, specific armed protection scenarios and accept responsibilization in only a portion of these scenarios while rejecting it for the remainder. Acceptance is determined by their appraisals of the morality of consumer responsibilization subprocesses. Consumers’ understanding of the constitutional right serves as a heuristic in these appraisals, with some understandings leading consumers to accept responsibilization across a much larger proportion of scenarios than others. Contributions include illustrating response to consumer responsibilization as a proportionality; illuminating consumers’ active role in appraising responsibilizing efforts; and demonstrating how some consumers come to understand a responsibilized behavior as a moral entitlement.