道德基础理论与消费者行为

IF 4 2区管理学 Q2 BUSINESS

Journal of Consumer Psychology Pub Date : 2024-06-10 DOI:10.1002/jcpy.1429

Shreyans Goenka, Manoj Thomas

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引用次数: 0

摘要

拉莫斯等人（《消费者心理学杂志》，2024 年）解释了道德基础理论（MFT），并讨论了该理论在解释营销说服、消费者情绪和亲社会行为方面的适用性。我们同意拉莫斯等人的观点，但认为道德基础理论在消费者行为中的应用范围更为广泛--它可用于研究消费者道德效用的异质性。具体来说，我们讨论了如何利用 MFT 来研究产品偏好、消费者的财务选择、消费者对品牌活动的反应以及市场监管中的异质性。最后，我们讨论了在消费者研究中使用 MFT 所面临的三个重要挑战--因果识别、判别有效性和科学客观性。

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Moral foundations theory and consumer behavior

Ramos et al. (Journal of Consumer Psychology, 2024) explain the Moral Foundations Theory (MFT) and discuss its applicability to explain marketing persuasion, consumer emotions, and prosocial behavior. We concur with Ramos et al. but suggest that the scope for MFT in consumer behavior is much broader – it can be used to investigate heterogeneity in consumers' moral utility. Specifically, we discuss how MFT can be used to investigate heterogeneity in product preferences, consumers' financial choices, consumer reactions to brand activism, and market regulation. We conclude by discussing three important challenges of using MFT in consumer research – causal identification, discriminant validity, and scientific objectivity.

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来源期刊

Journal of Consumer Psychology Multiple-

CiteScore

8.40

自引率

14.60%

发文量

期刊介绍： The Journal of Consumer Psychology is devoted to psychological perspectives on the study of the consumer. It publishes articles that contribute both theoretically and empirically to an understanding of psychological processes underlying consumers thoughts, feelings, decisions, and behaviors. Areas of emphasis include, but are not limited to, consumer judgment and decision processes, attitude formation and change, reactions to persuasive communications, affective experiences, consumer information processing, consumer-brand relationships, affective, cognitive, and motivational determinants of consumer behavior, family and group decision processes, and cultural and individual differences in consumer behavior.