Uh-Oh, Tiger Is in Trouble: Empirical Analysis of Consumers’ Moral Reasoning Strategies and Their Implications for Endorsed Brands

2016 ◽  
pp. 519-520
Author(s):  
Joon Sung Lee ◽  
Dae Hee Kwak
Keyword(s):  
Moral Reasoning ◽  
Empirical Analysis ◽  
Reasoning Strategies

Athletes’ Transgressions and Sponsor Evaluations: A Focus on Consumers’ Moral Reasoning Strategies

2015 ◽  
Vol 29 (6) ◽  
pp. 672-687 ◽  
Author(s):  
Joon Sung Lee ◽  
Dae Hee Kwak ◽  
David Moore
Keyword(s):  
Moral Reasoning ◽  
Empirical Evidence ◽  
Causal Effect ◽  
Purchase Intent ◽  
Negative Effects ◽  
Brand Evaluations ◽  
Reasoning Strategies ◽  
Immoral Behavior ◽  
Research Findings ◽  
Moral Decoupling

Marketing managers often face dilemmas when their athlete endorsers are accused of immoral behavior. However, research findings have been equivocal as to whether athletes’ transgressions damage endorsed brand evaluations. Using two experiments, we empirically demonstrate that consumers’ moral reasoning (i.e., moral rationalization, moral coupling, and moral decoupling) has differential effects on evaluations of a transgressor (Study 1). In Study 2, we examine the causal effect of moral reasoning choice on evaluations of the transgressor and the associated brand. Findings show that moral coupling has negative effects on the athlete and brand evaluations, whereas moral decoupling and moral rationalization positively affect brand attitude and purchase intent through positive evaluation of the athlete. Findings from this study provide empirical evidence to explain how and why some consumers continue or discontinue their support for a troubled athlete and associated brand.

Moral Reasoning Strategies of Orthopaedic Surgery Residents

2013 ◽  
Vol 95 (6) ◽  
pp. e36 ◽  
Author(s):  
John J. Mercuri ◽  
Raj J. Karia ◽  
Kenneth A. Egol ◽  
Joseph D. Zuckerman
Keyword(s):  
Moral Reasoning ◽  
Orthopaedic Surgery ◽  
Reasoning Strategies

Coping With Athlete Endorsers’ Immoral Behavior: Roles of Athlete Identification and Moral Emotions on Moral Reasoning Strategies

2016 ◽  
Vol 30 (2) ◽  
pp. 176-191 ◽  
Author(s):  
Joon Sung Lee ◽  
Dae Hee Kwak ◽  
Jessica R. Braunstein-Minkove
Keyword(s):  
Moral Reasoning ◽  
Social Identity Theory ◽  
Moral Disengagement ◽  
Moral Emotions ◽  
Consumer Evaluations ◽  
Fan Identification ◽  
Reasoning Strategies ◽  
Immoral Behavior ◽  
Sport Consumer Behavior ◽  
The Individual

Athlete endorsers’ transgressions pose a dilemma for loyal fans who have established emotional attachments toward the individual. However, little is known regarding how fans maintain their support for the wrongdoer. Drawing on moral psychology and social identity theory, the current study proposes and examines a conceptual model incorporating athlete identification, moral emotions, moral reasoning strategies, and consumer evaluations. By using an actual scandal involving an NFL player (i.e., Ray Rice), the results show that fan identification suppresses the experience of negative moral emotions but facilitates fans’ moral disengagement processes, which enables fans to support the wrongdoer. Moreover, negative moral emotions motivate the moral coupling process. Findings contribute to the sport consumer behavior literature that highly identified fans seem to regulate negative emotions but deliberately select moral disengagement reasoning strategies to maintain their positive stance toward the wrongdoer and associated brands.

scholarly journals Moral Reasoning in Bodybuilding

2020 ◽  
Vol 2 (117) ◽  
Author(s):  
Agnė Kelaitytė ◽  
Diana Karanauskienė
Keyword(s):  
Physical Health ◽  
Moral Reasoning ◽  
Sampling Strategy ◽  
Structured Interview ◽  
Hard Work ◽  
Personal Life ◽  
Reasoning Strategies ◽  
Moral Decisions ◽  
Psychological Pressure ◽  
Moral Behaviour

Background. The aim of the research was to disclose the process of moral reasoning in bodybuilding: to reveal the features of bodybuilding sport (athletes’ goals, benefits of the sport and its costs), to find out the circumstances which can affect athletes’ moral decisions, to evaluate bodybuilding athletes’ moral reasoning strategies, and to reveal athletes’ most important moral decisions.Methods. The study employed qualitative research which involved eight bodybuilding athletes. The respondents were selected using the theoretical purposeful convenience sampling strategy. A semi-structured interview method was used to collect information.Results. Athletes’ goals in bodybuilding can be sports related (getting to know the sport, athletic achievements) or personal (moral and psychological toughness, personal improvement, self-realization, material benefits).  Bodybuilders benefit from the sport in physical (health and appearance improvement) and social (gained experience, self-realization) ways. The price of this sport is athletes’ hard work, large amounts of money, sacrificed personal life and deterioration of psychological and physical health. Moral reasoning can be influenced by positive circumstances (bodybuilding philosophy, internal beliefs, fighting against cheating, team spirit) and negative (ingrained misdemeanours in sport, corruption, flawed rating system, possibility to avoid responsibility, big price of winning, psychological pressure, inadequate goals). Athletes most often use rational moral reasoning strategies (regarding their beliefs, solution seeking, situational decisions, self-mobilization, setting options, relying on experience). Athletes more often make positive moral decisions (changing the trainer, following the rules, resisting pressure, moral behaviour) than negative (adapting to the situation, acting like the others, winning at any cost).Conclusions. Bodybuilders most often aim for personal goals. Bodybuilding provides its athletes with physical and social benefits. The price of this sport is bodybuilders’ hard work, large sums of money, sacrifice of personal life and health. Certain circumstances might influence athletes to make positive moral decisions while others might influence negative decisions. Bodybuilding athletes use two different moral reasoning strategies: rational or irrational. Bodybuilders’ more often make positive moral decisions, but negative decisions occur as well. Keywords: morality, moral reasoning, bodybuilding.

Types of Brand Transgressions and Consumers' Moral Reasoning Strategies on an Endorser

2018 ◽  
Vol 27 (4) ◽  
pp. 275-286 ◽  
Author(s):  
Youngjin Hur ◽  
Choong Hoon Lim ◽  
Dong-Chun Won ◽  
Sun-Yong Kwon
Keyword(s):  
Moral Reasoning ◽  
Reasoning Strategies

Does causal reasoning lead to moral reasoning? Consumers' responses to scandalized athletes and endorsements

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Daehwan Kim ◽  
Joon Sung Lee ◽  
Wonseok (Eric) Jang ◽  
Yong Jae Ko
Keyword(s):  
Consumer Behavior ◽  
Moral Reasoning ◽  
Attribution Theory ◽  
Causal Reasoning ◽  
Cognitive Process ◽  
Content Type ◽  
Reasoning Strategies ◽  
Reasoning Strategy ◽  
Underlying Mechanisms ◽  
The Impact

PurposeMarketers and brand managers are subject to reputational crises when their endorsers are involved in scandals. To effectively manage such crises, it is imperative to understand (1) the underlying mechanisms through which consumers process negative information surrounding morally tainted endorsers, and (2) how these mechanisms affect consumer behavior in the context of athlete scandals.Design/methodology/approachDrawing on attribution theory and the moral reasoning strategy framework, we investigate the impact of attribution on moral reasoning strategies, and the impact of such strategies on consumers' responses to scandalized athletes and endorsements.FindingsOverall, our results demonstrate that the same scandal can be evaluated differently, depending on its information, including the consensus, distinctiveness, and consistency of the scandal. The results of Study 1 show that in the context of an on-field scandal, individuals engage in a sequential cognitive process in which they go through attribution, the choice of a moral reasoning strategy, and ultimately a response. The results of Study 2 reveal that in the context of an off-field scandal, attribution directly influences consumers' responses.Originality/valueWe extend the existing literature on the moral reasoning of athlete scandals by suggesting that attribution is a determinant of moral reasoning choice in the context of on-field scandals. We also extend the sports marketing and consumer behavior literature by suggesting that consumers' diverse reactions to athlete scandals depend on their attribution patterns and moral reasoning choices.

Consumer response to negative celebrity publicity: the effects of moral reasoning strategies and fan identification

2019 ◽  
Vol 29 (1) ◽  
pp. 114-123 ◽  
Author(s):  
Sai Wang ◽  
Ki Joon Kim
Keyword(s):  
Moral Reasoning ◽  
Purchase Intention ◽  
News Coverage ◽  
Consumer Attitudes ◽  
Negative Information ◽  
Content Type ◽  
Fan Identification ◽  
Reasoning Strategies ◽  
Negative News ◽  
Celebrity Endorser

Purpose In the context of celebrity endorsement, this study aims to demonstrate that the ways in which consumers adopt moral reasoning strategies (i.e. rationalization, decoupling and coupling) are largely dependent on the severity (i.e. high vs low) of celebrity transgressions and the degree to which they personally identify with the celebrity. Design/methodology/approach A between-subjects online experiment (N = 144) with two conditions, representing high- and low-severity celebrity transgressions, was conducted. Participants’ attitudes toward the celebrity and endorsed brand, their purchase intention for the endorsed product and the degrees to which they identified with the celebrity and adopted the three types of moral reasoning strategies were assessed. Findings The rationalization and decoupling strategies mediate the effects of highly negative information about a celebrity on consumer attitudes toward the celebrity and endorsed brand as well as on purchase intention for the endorsed product. In addition, consumers who identify strongly as fans of the celebrity in question are more likely to activate rationalization and decoupling strategies to process and evaluate transgressive behaviors than those with weaker fan identification. Originality/value By exploring the ways in which moral reasoning and fan identification work in processing negative information, this study provides insights into the psychological process through which negative news coverage of a celebrity endorser influences consumer attitudes and purchase intention.

Moral reasoning is the process of asking moral questions and answering them

2019 ◽  
Vol 42 ◽  
Author(s):  
Mark Alfano
Keyword(s):  
Moral Reasoning ◽  
Dependent Process ◽  
Asking Questions ◽  
Path Dependent ◽  
Path Dependent Process ◽  
Moral Questions

Abstract Reasoning is the iterative, path-dependent process of asking questions and answering them. Moral reasoning is a species of such reasoning, so it is a matter of asking and answering moral questions, which requires both creativity and curiosity. As such, interventions and practices that help people ask more and better moral questions promise to improve moral reasoning.

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