The word “motivation” comes from the Latin word “movere” meaning “to move”. On that basis, this paper proposes a scale of measurement of the motives that move a consumer to shop in small
Past psychology research has found an increased tendency to act unethically after people have already behaved in an ethical way, known as moral licensing effect. In this research, we propose that
To get a better idea of when consumer misconduct is most likely, we relate construal level (CL) to consumers’ tolerance towards ethically questionable consumer practices. Prior research on CL and
This paper defines the term sales innovation, offers an operationalization of the concept, and discusses antecedents of sales innovation in terms of important internal and external drivers. An
The aim of this study is to propose a social identity approach to consumer-brand affective relationships in online network-based communities by integrating social identity theory, experiential