EFFECTS OF MORAL COGNITIONS AND CONSUMER EMOTIONS ON SHOPLIFTING INTENTIONS

Empirical results verify the notion that emotions are important in exp laining the aberrant consumer act of shoplifting. Age appears to moder ate the relative effect of beliefs and emotions in a shoplifting scena rio. Although adult consumers' moral beliefs provide more explanatory power in their shoplifting decision calculus, emotions are more import ant in explaining adolescent shoplifting behavior. Specifically, adult s' behavioral intentions to shoplift are affected by their moral belie fs, with attitude toward the act of shoplifting serving as a partial m ediator of these effects. College-aged respondents are largely influen ced by beliefs concerning the moral equity of shoplifting. In contrast , both beliefs and emotions influence adolescents significantly, with emotions, specifically fear and power, having a greater impact. (C) 19 96 John Wiley & Sons, Inc.