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首页> 外文期刊>Journal of Business Research >One strike and you're out: Qualitative insights into the formation of consumers' ethical company or brand perceptions
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One strike and you're out: Qualitative insights into the formation of consumers' ethical company or brand perceptions

机译：一击而出局：对消费者道德公司或品牌认知形成的定性见解

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摘要

Drawing on 20 long interviews (McCracken, 1988) with general consumers, this research suggests that the impact of various kinds of un/ethical business practices of a given company on consumers' perceived ethicality (CPE) is asymmetrical. The resulting taxonomy identifies three distinct dimensions of varying directions and impacts on CPE, with the personal interest of the evaluating person moderating and mediating the dimensions' slopes: (1) Monovalent ethical dissatisfiers which have a negative effect; (2) Bivalent ethical dis/satisfiers that either favorably or unfavorably influence ethical perceptions, commensurate with a company's efforts; and (3) Monovalent ethical satisfiers, capable of generating a positive impact. The achievement of positive CPE appears highly challenging for a variety of reasons identified. Only one instance of perceived misconduct can be sufficient to contaminate a company/brand's CPE, despite otherwise exemplary behavioral records or altruistic engagement. The article concludes with a discussion of the implications for managers and academics.
机译：根据对普通消费者的20次长期采访（McCracken，1988），该研究表明，给定公司的各种不道德商业行为对消费者的感知道德（CPE）的影响是不对称的。由此产生的分类法确定了不同方向和对CPE的影响的三个不同维度，而评估人员的个人利益则调节和调解了维度的斜率：（1）具有负面影响的单价伦理不满； （2）与公司的努力相称的对道德观念产生有利或不利影响的二元道德不满意/不满； （3）能产生积极影响的单价伦理满足者。出于多种原因，实现积极的CPE似乎极具挑战性。尽管有示例性的行为记录或无私奉献，但只有一种被认为的不当行为足以污染公司/品牌的CPE。本文最后讨论了对管理人员和学者的影响。

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