| Paper Number | KCB-WP-2014-022 (WP) |
|---|---|
| Title | Two Faces of Moral Emotions on Consumer Moral Judgments |
| Title(Other) | |
| Author | Sung-Jun Park ; Yong J. Hyun |
| Publisher | |
| Abstract | Following the emotional cognitive appraisal theory, we show that there are two distinct emo-tional sources each of which distinctively influences consumers’ judgments on counterfeit luxury brands. Two negative emotions (anger and envy for Study 1) and two positive emo-tions (pride and gratitude for Study 2) are considered. Each participant made two moral judgments with respect to a moral-dilemma scenario, and rated his ｏｒ her purchase intention of a counterfeit luxury brand. Findings of the two experimental studies show that an emotion leads to different moral judgments depending on its cognitive sources. |
| Full-Text | * Full-Text 다운로드는 경영대학 학생에게만 제공되고 있습니다. |