A1 Journal article (refereed)
Consumer biases in the perception of organizational greed (2023)

Arango, L., Singaraju, S., Niininen, O., & D'Souza, C. (2023). Consumer biases in the perception of organizational greed. International Journal of Consumer Studies, 47(2), 767-783. https://doi.org/10.1111/ijcs.12870

JYU authors or editors

Publication details

All authors or editors: Arango, Luis; Singaraju, Stephen; Niininen, Outi; D'Souza, Clare

Journal or series: International Journal of Consumer Studies

ISSN: 1470-6423

eISSN: 1470-6431

Publication year: 2023

Volume: 47

Issue number: 2

Pages range: 767-783

Publisher: Wiley-Blackwell

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.1111/ijcs.12870

Research data link: https://github.com/laarangoso/perceivedgreed

Publication open access: Not open

Publication channel open access: 

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/83291

Abstract

This article extends current models of how consumers judge or perceive organizations as greedy by employing the theoretical framework of motivated moral reasoning. We show that inherent features of an organization (size and “black sheep” status) and its behavior (relative frequency) bias consumer perceptions of organizational greed. We use an experimental methodology, present subjects with vignettes describing different scenarios, validate our questionnaire using confirmatory factor analysis, and test our hypotheses by employing a general linear model with covariates. Our findings suggest that consumer perceptions of organizational greed are subject to three effects: the underdog effect (Study 1, n = 496), the black sheep effect (Study 2, n = 229), and the “common is moral” heuristic (Study 3, n = 249). This is the first study to investigate greed under a motivated reasoning paradigm and to show that perceptions of organizational greed are subject to socio-psychological biases. This study also provides advice on branding and positioning strategies that appeal to the underdog status of an organization or its local origins.

Keywords: consumers; consumer behaviour; values (conceptions); valuation; organisations (systems); enterprises; corporate image; greed

Free keywords: biases; black sheep; common is moral heuristic; consumer perceptions; ingroups; morality; organizational greed; underdogs

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2023

Preliminary JUFO rating: 1