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RESEARCH PRODUCT

Every Silver Lining Has a Cloud: An Empirical Analysis of the Role of Neutralization Techniques Within the Context of Moral Intensity

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This study addresses a research gap in the literature of ethical decision-making which deals with the mediating role of central neutralization techniques between incidents of different severity and resulting consumer attitudes toward the company. It is widely accepted that irresponsible company actions effect consumer actions and attitudes toward the company in an unfavorable way. Yet, reality proves that this is only partly true, revealing moderate negative consequences for companies in scandalous situations. Consumers do not completely transfer their proethical attitude in actual purchase behavior, which leads to an attitude-behavior gap. We aim at explaining the psychological concepts lying behind these circumstances. For this purpose, the model of moral intensity serves as the conceptual basis to describe the expected negative effect of ethical scandals. In order to shed light on the deviant consumer behavior, neutralization techniques that reflect a defense mechanism are added to the model. The results of the study reveal that indeed the use of the neutralization technique denial of responsibility serves as a mediator in the proposed model and positively influences the attitude toward the company. Furthermore, it is shown that the assumed relations differ between participants of internal and external locus of control, and, thus, personal character traits.