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

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Abstract

Published
Publication date2016
Host publicationACR Conference
PublisherAssociation for Consumer Research
Pages727
Number of pages1
<mark>Original language</mark>English

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.