An Eye for an Eye: Investigating the Impact of Consumer Perception of Corporate Unfairness on Aberrant Consumer Behavior

Abstract

This paper examines why ordinary people engage in aberrant consumer behavior (ACB), and pays particular attention to the extent to which consumer perceptions of corporate 'unfairness' lead to a respond in kind. The study examines five ethical scenarios including insurance claim exaggeration and software piracy, using data from 344 UK consumers. Ajzen's theory of planned behavior (TPB) provides an initial analytical framework. The study also adopts a situational variable, perceived unfairness, referring to the extent to which an actor is motivated to redress an imbalance perceived as unfair.In comparison to TPB, the study reveals different components of ACB. Furthermore, analysis of variance indicates that consumer perceptions of unfairness by insurance companies provide a significant reason for claim exaggeration. This suggests that ACB is one form of market response to unfair corporate performance. Thus it is argued that an examination of ACB will not only help to understand which ethical aspects of corporate performance might be perceived as unfair, but also to evaluate the extent to which it contributes to a negative perception of particular industries and corporations. The closing discussion considers how a consumer negative response to corporate performance might relate to pricing, product attributes, and customer relationships.

Neutralization techniques as a moderating mechanism: Ethically questionable behavior in the Romanian consumer context

“…The second strongest determinant was perceived unfairness , providing support for H4. This is consistent with the findings of further studies concerned with perceived unfairness (Fukukawa & Ennew, ; Fukukawa, Ennew, & Diacon, ). Perceived behavioral control was also found to be an important determinant, suggesting that the less difficult consumers believe an action to be (having all the resources and abilities they need), the more they will tend to adopt that behavior.…”

Perceived Ethicality of Insurance Claim Fraud: Do Higher Deductibles Lead to Lower Ethical Standards?

“…This may indicate some degree of perceived corporate unfairness, wherein consumers feel that the imbalance in favor of the firm has to be balanced by awarding the claimant a higher dollar amount. Further examination of perceptions of imbalance and corporate unfairness, extending the work of Fukukawa et al (2007) could be beneficial to other examples of extreme or deviant consumer behavior, such as purchasing pirated products, embezzlement, or shoplifting. In addition, work that builds on this study should be helpful in understanding how and why consumers see insurance claim padding, and other deviant consumer behaviors, as acceptable, which may lead to the development of methods to reduce questionable behaviors and to enhance consumer welfare.…”

Developing a framework for unethical consumer behaviour: a qualitative study in two countries

“…Unethical consumer behaviour (UECB) is one of the critically neglected areas of consumer behaviour (Dootson et al, 2022). Although, there are some studies focussed on UECB aimed at developing an understanding of the consumer predispositions to make such behaviour (Dootson et al, 2022;Fukukawa, 2002;Fukukawa et al, 2007;Shaw and Clarke, 1999;Tonglet, 2002). Furthermore, the result of these studies cannot be generalized as consumer predispositions for such behaviours differ from one environment to another (Dootson et al, 2022).…”