Consumer responses to socially questionable corporate behavior: an empirical test

Authors
Miller, Kenneth E. Sturdivant, Frederick D.
Citation
. Miller, Kenneth E. et . Sturdivant, Frederick D., Consumer responses to socially questionable corporate behavior: an empirical test, Journal of consumer research Consumer research;JCR , 4(1), 1977, pp. 1-7
Journal title
Journal of consumer research Consumer research;JCR → ACNP
ISSN journal
00935301
Volume
4
Issue
1
Year of publication
1977
Pages
1 - 7
Database
ACNP
SICI code
Abstract
An underlying assumption of much of the literature treating business is that "good behavior" on the part of a firm will be rewarded by consumers. This paper reports on an empirical test of the reverse of this assumption, namely, the effects of questionable corporate conduct on consumer behavior.