The Effect of Moral Identity on Compensation Evaluation:is monetary compensation always better?

Daryanto, Ahmad and Martin, Felix and Salciuviene, Laura (2016) The Effect of Moral Identity on Compensation Evaluation:is monetary compensation always better? In: ACR Conference. Association for Consumer Research, p. 727.

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Abstract

We demonstrate how moral identity affects consumers’ evaluation of damages vs. free repair compensation in a product moral crisis situation. Our findings reveal that it impacts the evaluation differently contingent upon the duration of product ownership.

Item Type:
Contribution in Book/Report/Proceedings
ID Code:
123851
Deposited By:
Deposited On:
07 Mar 2018 09:58
Refereed?:
No
Published?:
Published
Last Modified:
03 Mar 2020 06:28