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  1. How Techniques of Neutralization Legitimize Norm- and Attitude-Inconsistent Consumer Behavior

    Gruber, Verena; Schlegelmilch, Bodo B.
    In accordance with societal norms and values, consumers readily indicate their positive attitudes towards sustainability. However, they hardly take sustainability into account when engaging in exchange relationships with companies. To shed light on this paradox, this paper investigates whether defense mechanisms and the more specific concept of neutralization techniques can explain the discrepancy between societal norms and actual behavior. A multi-method qualitative research design provides rich insights into consumers' underlying cognitive processes and how they make sense of their attitude-behavior divergences. Drawing on the Ways Model of account-taking, which is advanced to a Cycle Model, the findings illustrate how neutralization...
    (application/pdf) - 18-oct-2016

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