... morality does not clearly cause the service failure (i.e. the company is responsible), we predict that observers’ moral judgment of this customer (Haidt, 2001 ; Kohlberg, 1971) will influence their evaluations of the company through their perception of deservingness. Consumption situations often...

... of individuals’ differences in self-view and its impact on moral judgment. © Emerald Group Publishing Limited 2014 Counterfeit Pride Moral judgment Self construal Shame Counterfeits are unauthorized identical copies of an original brand-name product. Typically, their price and quality...