Disentangling Morality From Dislike - Deepstash

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Disentangling Morality From Dislike

An attitude-based approach makes it possible to identify what consumers view as a moral decision or not.

Research found that getting people to self-perceive their own attitudes about a product based on morality makes them more likely to purchase it. Furthermore, the more moral a person perceived a product to be, the more likely they were to consider buying it, regardless of how well the product was reviewed.

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MORE IDEAS FROM THE SAME ARTICLE

Consumers care about morality and reliably act on it. Positioning products in ways that support a consumer's sense of morality may potentially be an effective form of motivating consumer behaviour.

Some studies show that people want to believe that the products they buy support their values. Other studies found the opposite and even dismissed the idea of the ethical consumer.

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