(Un-)Ethical Consumer Behavior and Dehumanization – When Wealthy Consumers are Perceived as Less Human

  • Meikel Soliman (Contributor)
  • Willems, J. (Contributor)
  • David D. Loschelder (Contributor)

Activity: Talk or presentation › Science to science

Description

This article examines morality judgements when (non-)wealthy consumers behave (un-) ethically. Three studies show that individuals morally judge and dehumanize wealthy (vs. non-wealthy) consumers more. While prosocial jobs (vs. non-prosocial jobs) buffer this moral judgment and dehumanization of wealthy consumers, we find no differences for self-achieved wealth (vs. given wealth).
Period28 Oct 2021 → 30 Oct 2021
Event titleAssociation for Consumer Research Conference
Event typeUnknown
Degree of RecognitionInternational

Austrian Classification of Fields of Science and Technology (ÖFOS)

  • 211903 Science of management
  • 502019 Marketing
  • 501021 Social psychology

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