Contesting Dishonesty: When and Why Perspective-Taking Decreases Ethical Tolerance of Marketplace Deception

Guang-Xin Xie (), Hua Chang () and Tracy Rank-Christman ()
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Guang-Xin Xie: University of Massachusetts Boston
Hua Chang: Towson University
Tracy Rank-Christman: University of Wisconsin – Milwaukee

Journal of Business Ethics, 2022, vol. 175, issue 1, No 9, 117-133

Abstract: Abstract Deception is common in the marketplace where individuals pursue self-interests from their perspectives. Extant research suggests that perspective-taking, a cognitive process of putting oneself in other’s situation, increases consumers’ ethical tolerance for marketers’ deceptive behaviors. By contrast, the current research demonstrates that consumers (as observers) who take the dishonest marketers’ perspective (vs. not) become less tolerant of deception when consumers’ moral self-awareness is high. This effect is driven by moral self-other differentiation as consumers contemplate deception from the marketers’ perspective: high awareness of the “moral self” motivates consumers to distance themselves from the “immoral other.” The findings shed new light on how self-morality can vicariously shape social consideration in ethical judgments.

Keywords: Ethical tolerance; Moral self-awareness; Perspective-taking (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s10551-020-04582-6

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