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  1. Positive Shock: A Consumer Ethical Judgement Perspective.Caroline Moraes, Finola Kerrigan & Roisin McCann - 2020 - Journal of Business Ethics 165 (4):735-751.
    Existing debates on business ethics under-represent consumers’ perspectives. In order to progress understanding of ethical judgement in the marketplace, we unpack the interconnections between consumer ethical judgment, consent and context. We address the question of how consumers judge the morality of threat-based experiential marketing communications. Our interpretive qualitative research shows that consumers can feel positively about being shocked, judging threat appeals as more or less ethical by the nature of the negative emotions they experience. We also determine that the intersection (...)
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  • Does Humour Influence Perceptions of the Ethicality of Female-Disparaging Advertising?Vassiliki Grougiou, George Balabanis & Danae Manika - 2020 - Journal of Business Ethics 164 (1):1-16.
    This article responds to calls for further research on ethical issues in advertising. The study examines whether advertising strategies which use female-disparaging themes are perceived as ethical, and what effect this has on ad and brand attitudes. It also examines whether or not humour assuages ethical evaluations of female-disparaging ads. The findings from an experimental research design, which included 336 British respondents, show that non-disparaging and non-humorous ads are considered to be the most ethical, while disparaging ads are considered the (...)
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  • Effects of Internal–External Congruence-Based CSR Positioning: An Attribution Theory Approach.Whitney Ginder, Wi-Suk Kwon & Sang-Eun Byun - 2019 - Journal of Business Ethics 169 (2):355-369.
    Although corporate social responsibility appears to be mutually beneficial for companies and consumers, the modern marketplace has left both parties in vulnerable positions. Consumers are increasingly subjected to incongruent CSR messages such as greenwashing, while companies are trapped in a strategic positioning dilemma with regard to how to most effectively and ethically approach CSR communication. This has led some companies to instead adopt a strategically silent approach, such as greenhushing. To capture this CSR positioning dilemma and test the positioning effects (...)
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