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Articles (2020), Journal of the Academy of Marketing Science, 48, pp. 776-794

The impact of value-related crises on price and product-performance elasticities

KÜBLER Raoul , LANGMAACK Michael, ALBERS Sönke, HOYER Wayne

Previous research on the impact of corporate crises on customers’ elasticity has largely focused on performance-related crises (e.g., product recalls) and found an increasing price elasticity under these conditions. We investigate whether this result differs for value-related crises that are due to ethical violations, such as the use of child labor or environmental pollution. In line with moral foundation theory (MFT), we propose that value-related crises lead to stronger moral outrage and increased boycott intentions, thereby decreasing price and product-performance elasticities. Lien vers l'article

KÜBLER, R., LANGMAACK, M., ALBERS, S. and HOYER, W. (2020). The impact of value-related crises on price and product-performance elasticities. Journal of the Academy of Marketing Science, 48, pp. 776-794.