Moral foundations theory and consumer behavior
扩展了道德基础理论在消费者行为中的应用，探讨其在产品偏好、金融选择、品牌行动主义及市场规制中的异质性研究，并指出因果识别、区分效度和科学客观性三大挑战。
Abstract Ramos et al. ( Journal of Consumer Psychology , 2024) explain the Moral Foundations Theory (MFT) and discuss its applicability to explain marketing persuasion, consumer emotions, and prosocial behavior. We concur with Ramos et al. but suggest that the scope for MFT in consumer behavior is much broader – it can be used to investigate heterogeneity in consumers' moral utility. Specifically, we discuss how MFT can be used to investigate heterogeneity in product preferences, consumers' financial choices, consumer reactions to brand activism, and market regulation. We conclude by discussing three important challenges of using MFT in consumer research – causal identification, discriminant validity, and scientific objectivity.