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Keywords: Virtue–vice bundles
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (2): 180–190.
Published: 31 January 2020
...Kadir Atalay; Ellen Garbarino; Robert Slonim Purpose The purpose of this paper is to investigate whether moral licensing – that is, doing something morally dubious after doing the “right” thing – influences the attractiveness of an existing virtue–vice bundle. Design/methodology/approach...
