Consumer Ethics The Role of Self-Regulatory Focus

The present study investigates the influence of self-regulatory focus on consumer ethical beliefs (i e, consumers judgment of various unethical consumer practices) The self-regulatory focus framework is highly influential and applies to an impressively wide spectrum of topics acre:its a diverse array of domains However previous research his not yet examined the link between this personality construct and the consumer ethics field Findings indicate that promotion affects one s attitude toward questionable consumer practices with those having a stronger (versus weaker) promotion focus being more likely to believe these consumer misbehaviors to be acceptable Further, this study shows that prevention influences one s perception of morally dubious consumer practices with those having a stronger (versus weaker) prevention focus being more inclined to believe these questionable consumer activities to be unacceptable