Towards a Better Understanding of Unethical Consumer Behavior: The influence of Individual Characteristics, Situational Circumstances and Emotional Experiences in Consumers’ Ethical Decision-Making Processes Sarah Steenhaut 2006 Dissertation submitted to the Faculty of Economics and Business Administration, Ghent University, in fulfillment of the requirements for the degree of Doctor in Applied Economic Sciences Promotor: Prof. Dr. P. Van Kenhove Towards a Better Understanding of Unethical Consumer Behavior: The influence of Individual Characteristics, Situational Circumstances and Emotional Experiences in Consumers’ Ethical Decision-Making Processes Sarah Steenhaut 2006 Dissertation submitted to the Faculty of Economics and Business Administration, Ghent University, in fulfillment of the requirements for the degree of Doctor in Applied Economic Sciences Promotor: Prof. Dr. P. Van Kenhove Doctoral Jury: Prof. Dr. Patrick Van Kenhove (Ghent University) Prof. Dr. Maggie Geuens (Ghent University) Prof. Dr. Iris Vermeir (Ghent University & Hogeschool Ghent) Prof. Dr. Patrick De Pelsmacker (Ghent University & Antwerp University) Prof. Dr. Claude Pecheux (Mons University) Prof. Dr. Scott Vitell (University of Mississippi) Decaan Prof. Dr. Roland Paemeleire (Ghent University) Prof. Dr. Eddy Omey (Ghent University) Acknowledgments This dissertation traces back to the year 2002, when I was on the verge of a new endeavor with an indefinite road ahead of me… Having reached the final destination, I would like to seize the opportunity to thank those persons who joined and supported me along the way and who made this Ph.D. journey so valuable. First of all, I would like to express my gratitude to my promoter Patrick Van Kenhove. Patrick, thanks for initially inspiring me to start this journey, and for encouraging me during the entire process. Your methodological and conceptual input has been an invaluable contribution in shaping and completing this dissertation, and in developing myself into a researcher. I have also strongly appreciated your confidence in me by allowing and stimulating me to pursue my own research interests. Your support during the past years has instilled me with a feeling of personal and professional fulfillment by the outcome of this dissertation. I’m grateful to Maggie Geuens and Iris Vermeir, members of my advisory committee, for their helpful comments and constructive suggestions on earlier drafts of my papers which have significantly contributed to the amelioration of my work. Iris, a special word of thanks to you as I have highly appreciated not only your professional advice, but also your ongoing moral support which has motivated me to persevere the sometimes dark Ph.D. journey. I also would like to thank Claude Pecheux, Scott Vitell and Patrick De Pelsmacker for their willingness to participate in my examination committee. i Towards a Better Understanding of Unethical Consumer Behavior Furthermore, I’m indebtful to market research agency Synovate-Censydiam for providing support for my grant, and for supplying all financial resources that were needed to conduct research in the accomplishment of this dissertation. Cordial thanks to all my colleagues and former colleagues of the Marketing department: Nele, Leen, Iris, Katrien, Delphine, Geert, Bart, Tine, Anita, Wouter, Marie, Kristof, Isabel, Jonathan and Bernd. It has been a pleasure working with you! A special word of thanks to Karin for all administrative assistance. I further would like to thank a bunch of friends who encouraged me during this Ph.D. journey. I’m particularly grateful to you all for remembering me that there is a life next to doing research, and for making that other life so enriching and enjoyable. To conclude, my family deserves a very special word of thanks for their everlasting support in all my endeavors and to provide me with a solid base to help me in my further life. Grand mother and grand father, your pride and approval of what I have done the past years mean a lot to me and encourage me each time to take up a new challenge. Achim, thanks for being not only my brother but also my best friend. I highly value your opinion, both on personal and professional matters. Father, your faith in my capacities is undeniable and has kept me going in times my self-confidence was threatened to fade away. Mother, there are so many reasons why I’m so grateful to you… It would take a whole chapter to write everything down. Instead, I will try to summarize it by saying thanks for your never-ending loving care and support in good and bad times, you’re the best! ii Acknowledgments Last, but not least, I would like to express my warmest gratitude to Steven, for being my everyday anchor for the last year. Liefje, you stood by my side and provided me with the support and affection I needed to bring this dissertation to a good end. It’s a privilege to be blessed with your unconditional love and I sincerely hope the past year was only the beginning of a wonderful lifelong journey… Sarah Steenhaut April, 2006 iii Table of Contents Acknowledgments......................................................................................................................i Table of Contents...................................................................................................................... v List of Figures ........................................................................................................................... x List of Tables............................................................................................................................xi Samenvatting .........................................................................................................................xiii Summary ................................................................................................................................. xv Chapter I: Introduction ......................................................................................1 1. Scientific orientation ........................................................................................................3 2. Social relevance................................................................................................................. 5 3. Research objectives ..........................................................................................................7 4. Overview of the studies ....................................................................................................9 4.1. Consumer Ethics & Personal Values......................................................................9 4.2. Consumer Ethics & Relationship Marketing........................................................10 4.2.1. Consumer Ethics & Customer Loyalty ................................................11 4.2.2. Consumer Ethics & Relationship Commitment ...................................11 4.3. Consumer Ethics & Guilt .....................................................................................12 4.3.1. Consumer Ethics & The Emotional Experience of Guilt.....................12 4.3.2. Consumer Ethics & Anticipated Guilt..................................................12 References ............................................................................................................................... 14 Chapter II: Consumer Ethics - Literature Review ........................................17 1. The precursors of consumer ethics literature..............................................................19 1.1. Before 1990.......................................................................................................... 19 1.2. After 1990............................................................................................................. 21 2. Consumers’ ethical decision-making framework........................................................21 2.1. Ethical decision-making models ..........................................................................21 2.2. The Hunt-Vitell model .........................................................................................22 3. The Consumer Ethics Scale...........................................................................................26 4. Antecedents of consumer ethics .................................................................................... 29 4.1. Moral philosophy................................................................................................. 29 4.2. Machiavellianism ................................................................................................. 32 5. Empirical research .........................................................................................................33 5.1. Cultural environment............................................................................................33 5.2. Personal characteristics........................................................................................ 34 5.2.1. Socio-demographic variables...............................................................35 5.2.2. Attitudinal characteristics.....................................................................36 5.2.3. Individual differences........................................................................... 37 v Towards a Better Understanding of Unethical Consumer Behavior 5.2.4. Religion ................................................................................................38 5.2.5. Cognitive moral development ..............................................................39