Unethically keeping the change while demeaning the act

• Published in: The Journal of consumer marketing 2017-01, Vol.34 (1), p.11-19
• Main Authors: Yang, Lifeng, Vitell, Scott, Bush, Victoria D.
• Format: Article
• Language: English
• Subjects: Cheating; Cognition & reasoning; Consumer behavior; Consumers; Decision making; Emotions; Ethics; Fraud; Motivation; Professional ethics; Retail stores; Studies
• ISSN: 0736-3761; 2052-1200
• DOI: 10.1108/JCM-02-2016-1715

Purpose In this research, the authors aim to identify a situation when a consumer’s judgment of unethical behavior is not consistent with their intention to act ethically. Design/methodology/approach Across two studies, participants were asked to evaluate how ethical an actor’s behavior was when the actor knowingly kept surplus change from a distracted cashier. The identity of the actor was manipulated to be of either high or low similarity to the participants. The business where the distracted cashier worked for was described as either locally owned or a chain. Participant’s intended action in similar situation was assessed after their evaluation of how ethical/unethical the actor’s behavior was. Findings While participants generally find the actor’s behavior to be unethical, identity overlap between the participant and the actor is found to moderate how likely one is to emulate the actor’s behavior in a similar situation. Identity overlap is found to positively predict one’s likelihood to act like the actor in the scenarios. Whether the business was locally owned or a chain was not found to affect one’s ethical judgment or ethical intention. Research limitations/implications Identity overlap is found to positively predict one’s likelihood to act like the actor in the scenarios. Practical implications Whether the business was locally owned or a chain was not found to affect one’s ethical judgment nor ethical intention. While participants in general do show that they judge the actor’s behavior as unethical, identity overlap between the participant and the actor moderates how likely one is to act like the actor if put in the same scenario. Social implications The research suggests that consumers are more likely to act unethically when they identify with “similar” others, regardless of how unethical they consider that behavior to be. Originality/value This research suggests that even when consumers acknowledge that certain behavior against a business is unethical, their intention to engage in the unethical behavior may not be predicted by their judgment of how unethical the behavior is. Instead, consumers are likely to emulate unethical behavior of those whom they consider similar to themselves, regardless of how unethical they judge that behavior to be.