2020
DOI: 10.2139/ssrn.3710842
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Signaling Moral Values through Consumption

Abstract: Firms often discourage certain categories of individuals from buying their products, in contrast with typical assumptions about profit maximization. This paper provides a potential rationale for such firm behavior: consumers seek to signal that they have "good" moral values to themselves and others by avoiding products popular among people with "bad" values. In laboratory experiments, I provide causal evidence that demand for a product is lower if its customer base consists of individuals with undesirable mora… Show more

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References 70 publications
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