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This is a Human Clinical Trial study.

The impact of brand transgression on consumer choice: the role of moral

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Experiments reveal how brand transgressions alter consumer choice, suggesting moral identity plays a critical role.

Brand transgressions affect consumer choice, as consumers react negatively to transgressing brands due to perceived relationship loss.
In experiments, higher moral identity magnified negative reactions, particularly for performance-unrelated brand transgressions.
Three online experiments with 611 participants explored moral identity's effects on consumer choice and behavioral intentions.
Understanding these dynamics highlights how brands can manage their image by considering moral identity and transgression types.

Rosendo-Ríos et al. (2025) studied this question.

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View Full Paper

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Authors

Experiments reveal how brand transgressions alter consumer choice, suggesting moral identity plays a critical role.

Brand transgressions affect consumer choice, as consumers react negatively to transgressing brands due to perceived relationship loss.
In experiments, higher moral identity magnified negative reactions, particularly for performance-unrelated brand transgressions.
Three online experiments with 611 participants explored moral identity's effects on consumer choice and behavioral intentions.
Understanding these dynamics highlights how brands can manage their image by considering moral identity and transgression types.

Rosendo-Ríos et al. (2025) studied this question.

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