Lying and Cheating the Company: The Positive and Negative Effects of Corporate Activism on Unethical Consumer Behavior
研究发现，企业就争议性社会政治议题公开表态（企业行动主义）会影响消费者对该公司的不道德行为（如撒谎或欺骗），这种影响取决于消费者的政治意识形态，并由惩罚欲望所中介。
Abstract Companies are increasingly engaging in corporate activism, defined as taking a public stance on controversial sociopolitical issues. Whereas prior research focuses on consumers’ brand perceptions, attitudes, and purchase behavior, we identify a novel consumer response to activism, unethical consumer behavior. Unethical behavior, such as lying or cheating a company, is prevalent and costly. Across five studies, we show that the effect of corporate activism on unethical behavior is moderated by consumers’ political ideology and mediated by desire for punishment. When the company’s activism stand is [incongruent/congruent] with the consumer’s political ideology, consumers experience [increased/decreased] desire to punish the company, thereby [increasing/decreasing] unethical behavior toward the company. More importantly, we identify two moderators of this process. The effect is attenuated when the company’s current stance is inconsistent with its political reputation and when the immorality of the unethical behavior is high.