Consumer Perceived Ethicality: An Impression Formation Perspective
Year: 2010
Type: preprint
Abstract: This research investigates the process of how consumers form ethical perceptions of companies or brands by means of twenty in-depth interviews with general consumers. The study offers illustrative examples of evidence that the formation of consumer perceived ethicality (CPE) appears more in line with the configural model of impression formation, suggesting that perception formation is holistic and gestalt-like, rather than following the algebraic model, which takes a piecemeal information integration position. Given the explorative nature of the study, the paper concludes with developing research propositions for future – confirmative – testing.
Author: Katja H. Brunk
Institution: Université Libre de Bruxelles
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1505486394