ScholarWorks@성균관대학교

초록

We investigate how belief in a higher power (BHP) leads to a supernatural interpretation of a coincidence between a firm's transgression and a subsequent unrelated loss suffered by the firm, and how this can reduce consumers' punishment intentions. We find that when a coincidence between a firm's transgression and an unrelated loss to the firm is presented, consumers' desire to punish the firm decreases as their BHP strengthens (Studies 1A and 1B). Next, we find that BHP influences consumers to see the coincidence as a meaningful signal that the firm's loss was a form of supernatural punishment, leading to the judgment that the firm has already paid for its wrongdoing (Study 2). Finally, we find support for our overall theoretical model, where (1) high (vs. low) coincidence leads to a heightened judgment that the firm has already paid its dues only for people with strong BHP and (2) that this judgment reduces punishment intentions toward the firm (Study 3). The results also show that other illusory beliefs, such as belief in superstition, do not explain the effect. This research enhances our understanding of consumer reactions to firms that cause harm and why some consumers may engage in more or less punitive behavior in response. Implications for both consumer welfare and marketplace justice are discussed.

키워드