• 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.

• 윤리연구
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• 제82호
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• pp.73-125
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• 2011

신경과학 연구에서 첨단 영상기술의 도입은 사변적 논의에 머물었던 철학적 개념이나 주장에 대해서 사실적 토대에 접근할 수 있는 계기를 제공했다. 윤리학과 도덕 심리학계의 일부 학자들 사이에는 도덕 판단의 근거를 fMRI와 같은 기법을 활용하여 신경 과정 현상에서 규명하려는 움직임이 일고 있다. 조쉬아 그린은, 도덕 판단 일반이 무의식이나 직관에 의해서 이루어진다는 사회적 직관주의의 입장을 개별 도덕이론들에 적용하고자 한다. 그린에 의하면, 의무론은 실제 이성에 의한 결과에 따른 규범적 주장이 아니라 진화에 의해 형성된 도덕적 감정에 의해 유도된 심리적 유형이며, 그러한 감정적 반응을 이성적 추론에 의한 것으로 생각하는 경향은 사후 합리화, 일종의 작화증(作話症)의 발로라고 주장한다. 그린은 더 나아가 의무론 본래의 이론은 규범적 관점에서 타당한 입론을 보장할 수 없으며, 공적 영역에서의 의사결정에 있어서 결과론적 원리가 희망적인 관점이라고 제안한다. 이에, 본 논문은 그린의 논증 과정을 분석하여 재구성하였고, 그린의 논증에는 도덕 판단에 대한 이해, 가설 설정과 검증 자료의 제시와 해석, 그리고 의무론에 대한 조작적 정의와 규범적 평가 등에 있어서 의문점이 제기되고 있음을 밝혔다. 더 나아가 그린의 연구 방법과 결과와 문제점 등이 우리 도덕(과)교육에 시사할 수 있는 바를 정리하였다. 도덕에 관한 과도한 과학주의와 사변적 논의에 대한 경계, 도덕성 본질에 대한 이해 지평의 확대와 신경윤리학과 뇌교육에서 도덕교육의 영역 탐색 등이 언급된다.

• 한국정보시스템학회지:정보시스템연구
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• 제23권4호
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• pp.197-219
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• 2014

Despite of continuous efforts to crack down on piracy using penalties and regulations, this unauthorized piracy market is still enormous. Since the moral hazard about this phenomenon is pervasive and continually upsets the major intellectual property markets, an alternative plan is required. The purpose of this study is to provide an objective insight for factors that affect people's digital video piracy behavior. The following two research propositions were the focus: what psychological factors affect piracy behavior and how are these factors related to one another? In order to accomplish the research aims, we reviewed literatures on the current state of piracy in South Korea, characteristics of digital contents, studies on criminal psychology and behavioral theories. Previous research in the fields of criminal theory indicated that neutralization, a form of rationalization, would help explain digital piracy intentions. Thus, this study developed a model that explains effects of neutralization techniques and tested the possibility of an integrated model with other behavioral theory such as TPB and TIB. Empirical results of the study(368 sample collected) showed that all the factors in TPB including Attitude to Piracy(+), Subjective Norm(-), Perceived Behavioral Control(+) had a significant impact on Piracy Intention. Moreover, two neutralization techniques, Condemn the Condemners(+) and Appeal to Higher Loyalties(+), had a significant effect on Piracy Intention. In addition, Past Behavior had strong impacts on Attitude(+), Perceived Behavioral Control(+) and Piracy Intention(+). In terms of Expected Profit, it had an impact on Attitude to Piracy positively. These findings suggest implications for protecting the current intellectual property markets, with many stakeholders in movies and media industries. There are some limitations as followed: first, the study did not consider other neutralization techniques, low level of deterrence and the other expected results despite the possibility of their effects. Second, the study needs improvements through longitudinal research because the cross-sectional research could not rule out the alternative explanations.