Moral violations reduce oral consumption

Resumo

Consumers frequently encounter moral violations in everyday life. They watch movies and television shows about crime and deception, hear news reports of corporate fraud and tax evasion, and hear gossip about cheaters and thieves. How does exposure to moral violations influence consumption? Because moral violations arouse disgust and because disgust is an evolutionarily important signal of contamination that should provoke a multi-modal response, we hypothesize that moral violations affect a key behavioral response to disgust: reduced oral consumption. In three experiments, compared with those in control conditions, people drank less water and chocolate milk while (a) watching a film portraying the moral violations of incest, (b) writing about moral violations of cheating or theft, and (c) listening to a report about fraud and manipulation. These findings imply that 'moral disgust' influences consumption in ways similar to core disgust, and thus provide evidence for the associations between moral violations, emotions, and consumer behavior. (C) 2013 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.

Ficha do documento

Tipo

Artigo científico

Ano

2014

Instituição

Elsevier Science Inc

Fonte

Repositório da FGV

Idioma

Inglês

Acesso

Acesso aberto

DOI

10.1016/j.jcps.2013.12.003

Identificador

oai:repositorio.fgv.br:10438/23397

Temas

Economia

Palavras-chave

EmotionsMoralityDisgustConsumptionDisgust sensitivityBad tasteBehaviorEmotionJudgmentsConsumoEconomiaComportamento do consumidorFraudeJulgamento (Ética)