Deterring deviant consumer behaviour

Paula Dootson, Ian Lings, Amanda Beatson and Kim Johnston discuss alternate tactics to deter deviant consumer behaviour, including social proofing, moral triggers and humanising the victim

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Where do consumers draw the line?

Paula Dootson, Kim Johnston, Amanda Beatson & Ian Lings discuss their research into deviant consumer behaviour, which explores consumer perceptions of right and wrong using the novel concept of a deviance threshold.

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