Emotions and Morality: Distinct Effects of Pride and Gratitude on Consumer Acceptance of Unethical Behavior

摘要

How pride and gratitude differentially influence consumer acceptance of unethical behavior when a firm has a negative reputation? Study 1 employs a 2 (dispositional emotion: pride, gratitude [within-subjects design]) x 2 (firm reputation: control, negative [between-subjects design]) mixed design. One hundred and one participants (59% male, M_(age) = 36.89, SD = 10.91) are recruited from a national online panel for a small monetary compensation. Study 2 employs a 3 (emotion: pride, gratitude, neutral) x 2 (firm reputation: control, negative) between-subjects design. Two hundred and fifty-two participants (47% male, M_(age) = 38.53, SD = 13.13) are recruited from a national online panel for a small monetary compensation.