What is the essence of the consumers’ willingness to punish unethical behavior?

Asked on 13.11.2018 in All Questions.
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The findings also suggested that participants felt that companies that they perceived to be unethical should be punished by earning less than normal profits. Which aligns with the findings of Creyer and Ross’ study. However, only 1 participant would stick by their belief if an unethical firm were to lower their price, whereas all the other participants would be willing to purchase from an unethical firm if they lowered price. This does, however, suggest by...
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