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.

Effects of mood states and team identification on pricing in the secondary ticket market

2017 ◽  
Vol 7 (3) ◽  
pp. 276-292
Author(s):  
Khalid Ballouli ◽  
Jason Reese ◽  
Brandon Brown
Keyword(s):  
Consumer Behavior ◽  
Social Identity Theory ◽  
Affective Response ◽  
Endowment Effect ◽  
Mood States ◽  
Team Identification ◽  
Content Type ◽  
Fan Identification ◽  
Sport Consumer Behavior ◽  
Sport Events

Purpose Although current literature offers support for understanding sport consumer behavior from psychological and sociological perspectives, there is a lack of research that examines the effect of one’s emotional response to team outcomes on subsequent economic decisions. The purpose of this paper is to bridge this gap by studying how emotional responses to sport events moderate a typical endowment bias in the secondary ticket market. Design/methodology/approach This research comprised a 3×2×2 between-participants design with emotional state (positive, negative, and neutral), role (seller, buyer), and fan identification (high, low) as the three factors. Prospect theory and social identity theory guided hypothesis development whereby it was proposed that, depending on the affective response of study participants to positive, negative, or neutral publicity concerning the team, team identification would impact the transaction function (buyers vs sellers) on price values for tickets to a future event. Findings Findings revealed an interaction effect of emotions and team identification on the endowment effect to the extent that bargaining gaps between sellers and buyers increased or decreased depending on mood states and levels of identification with the team. Originality/value This study adds to the literature on emotions and the key role they play in effecting pricing decisions and consumer behavior, especially given fan identification is such a significant area of study with numerous implications for sport business and management.

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.

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.

Communicating moral reasoning in medicine as an expression of respect for patients and integrity among professionals

2014 ◽  
Vol 10 (2) ◽  
pp. 177-183 ◽  
Author(s):  
Lauris Christopher Kaldjian
Keyword(s):  
Moral Reasoning ◽  
Moral Reasons ◽  
Moral Pluralism ◽  
Moral Integrity ◽  
Moral Beliefs ◽  
Moral Framework ◽  
Beliefs And Values ◽  
Moral Frameworks ◽  
The Individual ◽  
Do So

The communication of moral reasoning in medicine can be understood as a means of showing respect for patients and colleagues through the giving of moral reasons for actions. This communication is especially important when disagreements arise. While moral reasoning should strive for impartiality, it also needs to acknowledge the individual moral beliefs and values that distinguish each person (moral particularity) and give rise to the challenge of contrasting moral frameworks (moral pluralism). Efforts to communicate moral reasoning should move beyond common approaches to principles-based reasoning in medical ethics by addressing the underlying beliefs and values that define our moral frameworks and guide our interpretations and applications of principles. Communicating about underlying beliefs and values requires a willingness to grapple with challenges of accessibility (the degree to which particular beliefs and values are intelligible between persons) and translatability (the degree to which particular beliefs and values can be transposed from one moral framework to another) as words and concepts are used to communicate beliefs and values. Moral dialogues between professionals and patients and among professionals themselves need to be handled carefully, and sometimes these dialogues invite reference to underlying beliefs and values. When professionals choose to articulate such beliefs and values, they can do so as an expression of respectful patient care and collaboration and as a means of promoting their own moral integrity by signalling the need for consistency between their own beliefs, words and actions.

Bracketed Morality Revisited: How Do Athletes Behave in Two Contexts?

2013 ◽  
Vol 35 (5) ◽  
pp. 449-463 ◽  
Author(s):  
Maria Kavussanu ◽  
Ian D. Boardley ◽  
Sam S. Sagar ◽  
Christopher Ring
Keyword(s):  
Moral Reasoning ◽  
Prosocial Behavior ◽  
Antisocial Behavior ◽  
Goal Orientation ◽  
Moral Disengagement ◽  
Empirical Support ◽  
Moral Behavior ◽  
Male And Female ◽  
Ego Orientation ◽  
Highly Correlated

The concept of bracketed morality has received empirical support in several sport studies (e.g., Bredemeier & Shields, 1986a, 1986b). However, these studies have focused on moral reasoning. In this research, we examined bracketed morality with respect to moral behavior in sport and university contexts, in two studies. Male and female participants (Study 1: N = 331; Study 2: N = 372) completed questionnaires assessing prosocial and antisocial behavior toward teammates and opponents in sport and toward other students at university. Study 2 participants also completed measures of moral disengagement and goal orientation in both contexts. In most cases, behavior in sport was highly correlated with behavior at university. In addition, participants reported higher prosocial behavior toward teammates and higher antisocial behavior toward opponents in sport than toward other students at university. The effects of context on antisocial behavior were partially mediated by moral disengagement and ego orientation. Our findings extend the bracketed morality concept to prosocial and antisocial behavior.

L'identité Wallonne saisie par l'enquête : Une approche constructiviste de l'identité collective

Res Publica ◽  
1994 ◽  
Vol 36 (3-4) ◽  
pp. 343-359
Author(s):  
Marc Jacquemain ◽  
René Doutrelepont ◽  
Michel Vandekeere
Keyword(s):  
Social Identity ◽  
Survey Research ◽  
Social Identity Theory ◽  
Social Behaviour ◽  
Identity Theory ◽  
Social Identities ◽  
The Social ◽  
The Individual ◽  
Social Level

At first view, the methodology of survey research may seem rather unsuitable to the study of such "holistic" phenomena as collective and social identities.  That difficulty vanishes - at least partly - as soon as we consider social identity as the link between the individual and his belongings, as does the "social identity theory", developed from the work of Taffel and Turner.  From there on, survey research may prove to be a useful device to cope with some main characteristics of social identity: mainly its variability among groups and classes within a same society and its particular sensitivity to socio-political contexts.  Survey research, combined with the social identity theory may help to test historical assumptions at a macro-social level. It may also give some ''flesh" and some additional realism to the micro-theories of social behaviour, which are too often limited by their conception of a strictly rational and interested agent.

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