Ethical Decisions and Response Mode Compatibility: Weighting of Ethical Attributes in Consideration Sets Formed by excluding versus Including Product Alternatives

Journal of Marketing Research · 2009 · Volume 46 · Issue 2

Abstract

Across four studies, including one involving an actual monetary decision, the authors demonstrate that forming a product consideration set by excluding versus including alternatives induces consumers to place more weight on ethical attributes, such as company labor practices and animal testing. This nonnormative difference reflects a compatibility between exclusion and ethics, and it holds regardless of attribute framing or consumer emotion. The authors also find that consumers judge others’ behavior more negatively for excluding ethical products than for including ethical products. These results have implications for the marketing of ethical products, both specifically (e.g., it is important to encourage exclusion modes) and generally (e.g., the failure to consider ethical products may reflect seemingly minor contextual issues guiding the decision process and not consumer disinterest in ethical issues).

Keywords

ethics, response mode compatibility, consideration sets, include/exclude, decision making

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