• 산경연구논집
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• 제11권4호
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• pp.47-56
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• 2020

Purpose: This study aims to explore how consumers respond to the immoral actions of a CEO. More specifically, this research focuses on the moral reasoning processes used by consumers in order to maintain support for the CEO despite the immoral action. In addition, this research suggests that support for the CEO would improve product purchase intention. Research design, data, and methodology: To test the hypotheses presented, an online research company was hired and online survey was conducted with adult participants. Online research company sent an email to the potential subjects asking their participation in an online survey. Subjects were able to participate in the online survey by clicking a link to the survey. When the participants clicked the link, they were instructed to read a fictitious newspaper article on a CEO's immoral action. And then, they were asked to answer several questions online. Responses were obtained from 336 adults participants and data were analyzed using SPSS Hayes Macro for a moderation effect and AMOS for a structural equation model. Result: Moral reasoning processes were divided into moral decoupling and moral rationalization and analyzed to determine their influence on product purchase. Also in this study, we suggest the public self-consciousness of consumers as an antecedent of moral reasoning processes, and argue that consumers with high public self-consciousness are more likely to engage in moral decoupling than moral rationalization. Conclusions: Our results showed that moral decoupling and moral rationalization improved the consumer's perception of corporate ethicality, which increased product purchase intention. In addition, consumers with high public self-consciousness were more likely to engage in moral decoupling than in moral rationalization. In addition, this research suggested that severity of the scandal would moderate the impact of public self-consciousness on moral decoupling. However, this hypothesis was not supported statistically since most participants perceived the scandal to be a highly severe incident, that may lead to an insignificant interaction effect between severity of the scandal and public self-consciousness. This research expands the scope of available research on corporate ethics and consumer responses to negative information involving celebrities and provides practical implications for corporate crisis management.

• 유통과학연구
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• 제17권8호
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• pp.77-85
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• 2019

Purpose - The use of celebrity endorsers is a strategy long-since used by companies to improve the persuasive impact of their company's advertising. However, much like anyone else, celebrities are flawed human beings, and therefore often find themselves involved in scandals. Companies must consider the potential of scandals when using a celebrity endorser to represent their brand or product. This research focuses on the process consumers use to justify scandals involving celebrity endorsers. Specifically, this research divides the justification processes used by consumers to maintain support for celebrities involved in a scandal into moral decoupling and moral rationalization and proposes antecedents and consequences for these processes. Methodology - To verify the hypotheses suggested by this study, an online survey was conducted, and data was analyzed using a structural equation model. Result - Results showed that consumer empathy for the celebrity endorser and external attribution of the scandal presented were positively related to moral decoupling and moral rationalization. In addition, moral rationalization was positively related to consumers' attitude towards the celebrity endorser, which also enhanced brand attitude. However, the relationship between moral decoupling and the consumer's attitude toward the celebrity endorser was not statistically significant. Conclusion - This research serves to expand the scope of available research on the persuasiveness of celebrity endorsers and provides practical guidelines for marketers.

• 한국콘텐츠학회논문지
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• 제17권4호
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• pp.48-62
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• 2017

거대기업들의 분식회계와 비윤리적인 기업경영, 리더십의 부재를 지켜보면서 본 연구는 팀장의 윤리적 리더십이 팀원들의 역할 내 행동과 긍정심리자본에 미치는 영향력을 실증적으로 규명하고 경영진 괴리현상과 개인 괴리현상의 조절효과를 분석하고 있다. 팀을 이끌어가고 있는 팀장의 윤리적 리더십이 팀원들에게 제대로 받아들여짐으로써 긍정적인 성과를 가져올 수 있지만 조직의 최종의사결정자인 최고경영진이 조직의 미션과 일치되지 않는 행동을 보이는 경영진 괴리현상을 인지할 경우, 윤리적 리더십의 긍정적인 효과가 방해를 받거나 상쇄될 가능성이 있다. 또한 팀원들 자신의 행동이 조직의 미션과 일치되지 않는 개인 괴리현상을 인지할 경우에도 윤리적 리더십의 효과는 감소될 수 있다는 점에서 윤리적 리더십과 괴리현상의 상호작용효과를 분석하는 것은 중요하다. 은행, 반도체회사, 대학병원에 종사하고 있는 922명의 종업원 데이터를 분석한 결과, 팀장의 윤리적 리더십은 팀원들의 역할 내 행동과 긍정심리자본에 긍정적인 영향을 미치는 것으로 나타났다. 또한 경영진 괴리현상의 조절효과가 검증됨으로써 조직의 미션과 다르게 행동하는 경영진 괴리현상이 윤리적 리더십의 긍정적인 효과를 감소시키는 것으로 나타났다. 이와 같은 연구결과를 바탕으로 윤리적 리더십과 경영진 괴리현상이 조직의 실무자에게 주는 함의점에 대해 논의하였다.