Ethical Brand Perception Formation When Information Is Inconsistent -an Impression Formation Perspective

This research builds on the recently emerging literature on consumer perceived ethicality (CPE) and experimentally explores how consumers form moral impressions of brands when confronted with inconsistent information. Findings suggest that impression formation processes differ depending on whether consumers are explicitly requested to evaluate brand ethics or not. This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. 319 Advances in Consumer Research Volume 43, ©2015 Ethical Brand Perception Formation when Information is InconsistentAn Impression Formation Perspective Katja H. Brunk, European University Viadrina, Frankfurt (Oder), Germany Cara DeBoer, ESMT European School of Management and Technology, Berlin, Germany ABSTRACT This research builds on the recently emerging literature on consumer perceived ethicality (CPE) and experimentally explores how consumers form moral impressions of brands when confronted with inconsistent information. Findings suggest that impression formation processes differ depending on whether consumers are explicitly requested to evaluate brand ethics or not