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Deterring deviant consumer behaviour: when 'it's wrong, don't do it' doesn't work
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DOI：10.1080/0267257X.2017.1364285.png)
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摘要
En 中文
Tactics to deter deviant consumer behaviour have received limited attention in the literature despite deviance being an ongoing problem in the marketplace. Across two studies, the findings suggest there is a heterogeneous response to the rules placed on consumers' behaviour, which manifests from an absence of consensus among consumers on what is right and wrong behaviour undermining the it's wrong, don't do it approach to deterrence. Further, risk perceptions of being caught and punished are low, if not absent, undermining the you will be caught and punished approach to deterrence. Alternate underlying mechanisms were tested and found to influence deviant consumer behaviour (perceived prevalence, perceived outcomes and moral identity), which could underpin alternate deterrence tactics, including social proofing, moral triggers and humanising the victim.
Keyword:
Deviant consumer behaviour
deterrence tactics
perceptions of behaviour wrongness
quantitative
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11
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