Essays on Consumer Moral Hypocrisy Coursework

Download full paperFile format: .doc, available for editing

The paper 'Consumer Moral Hypocrisy" is a perfect example of marketing coursework.   Consumers purchases products that fulfill and satisfies their respective needs and requirements. The customers use numerous cues to determine the effectiveness of a product and whether to acquire the product. For example, consumers easily acquire basic needs and think more when it comes to secondary needs. For instance, purchasing sugar is easier compared to determining a vacation destination. However, the decision of the customers and customer behavior are guided by different principles and perspectives. The customer may be guided by an opportunity or moral principle.

In making decisions and taking actions, a consumer may make inappropriate decisions because of self-expectations without considering an individual’ s beliefs and understanding. It creates an aspect of hypocrisy. Hypocrisy is when individuals do things that the individuals continuous advise others not to do. For example, parents asking their children to follow rules and regulations but the parent does not follow road rules while driving. Therefore, how does the parent expect the child to follow rules and regulations? The paper discusses numerous examples of consumer hypocrisy. Some of the areas of discussion include child labor, price vs.

values, environmental sustainability, and consumerism. Opportunities come in different forms and consumers capitalize on these opportunities. Sometimes, customers neglect their values and expectations in advancing or achieving specified goals and expectations. Therefore, the use of numerous examples in discussing consumer hypocrisy improves the understanding of consumer behavior in eliminating inappropriate practices in the business environment and in society. Cases Study and Examples Child Labor Child labor is ethically and morally wrong (De Bock, Vermeir and Van Kenhove 2013). However, consumers are happy when they purchase cheap goods without considering the significance of children in the entire supply chain (Merritt, Effron and Monin 2010).

Are the customers hypocrites? Although responsibilities and roles are important in the child’ s development, child’ s work is extensively considered as an impediment in preventing the children from enjoying their youth and restriction on playtime and education (De Vries 2008). Child labor has existed for a long time even though developed countries abolished it; the developing countries have been reported or are being reported to embrace the behavior (Romani and Grappi 2014). The world is changing, and the needs and requirements of the children are integrated into the processes and operations in the society (Luedicke, Thompson and Giesler 2010).

Growing international mobilization and presence of consensus on the eradication of child labor has been discussed and embraced extensively; however, child labor contributes to or plays a part in energy production and development of goods in the third world countries or developing countries. These developing countries lack effective regulations to address child labor and also may lack enough resources to implemented policies (Szmigin, Carrigan and McEachern 2009).

The developed countries then acquire these products (from developing countries) without questioning the supply chain. The world is operating in a globalized environment meaning it becomes difficult to trace the chain of production and supply chain (Romani and Grappi 2014). Therefore, the consumers, in such situations, state different regions have responsibilities in implementing regulations on child labor and these countries have the prerogative to determine the minimum working ages (Callen-Marchione and Ownbey 2008). In a real sense, it becomes a challenge to understand the common practices and legal frameworks in these countries, which is commonly used by consumers to advance their hypocrisy (Romani and Grappi 2014).


Brown, R.P., Tamborski, M., Wang, X., Barnes, C.D., Mumford, M.D., Connelly, S. and Devenport, L.D., 2011. Moral credentialing and the rationalization of misconduct. Ethics & Behavior, vol. 21, no. 1, pp.1-12.

Callen-Marchione, K.S. and Ownbey, S.F., 2008. Associations of unethical consumer behavior and social attitudes. Journal of Fashion Marketing and Management: An International Journal, vol. 12, no. 3, pp. 365-383.

De Bock, T. and Van Kenhove, P., 2011. Double standards: The role of techniques of neutralization. Journal of Business Ethics, vol. 99, no. 2, pp. 283-296.

De Bock, T., Vermeir, I. and Van Kenhove, P., 2013. “What’s the Harm in Being Unethical? These Strangers are Rich Anyway!” Exploring Underlying Factors of Double Standards. Journal of Business Ethics, vol. 112, no. 2, pp. 225-240.

De Vries, J., 2008. The industrious revolution: consumer behavior and the household economy, 1650 to the present. London: Cambridge University Press.

DeScioli, P. and Kurzban, R., 2009. Mysteries of morality. Cognition, vol. 112, no. 2, pp. 281-299.

Ehrich, K.R. and Irwin, J.R., 2005. Willful ignorance in the request for product attribute information. Journal of Marketing Research, vol. 42, no. 3, pp. 266-277.

Gibson, K., 2000. The moral basis of stakeholder theory. Journal of Business Ethics, vol. 26, no. 3, pp. 245-257.

Greene, M. and Low, K., 2014. Public integrity, private hypocrisy, and the moral licensing effect. Social Behavior and Personality: An International Journal, vol. 42, no. 3, pp. 391-400.

Irwin, J.R. and Naylor, R.W., 2009. Ethical decisions and response mode compatibility: Weighting of ethical attributes in consideration sets formed by excluding versus including product alternatives. Journal of Marketing Research, vol. 46, no. 2, pp. 234-246.

Jackson, P., Ward, N. and Russell, P., 2009. Moral economies of food and geographies of responsibility. Transactions of the Institute of British Geographers, vol. 34, no. 1, pp. 12-24.

Kreps, T.A. and Monin, B., 2011. “Doing well by doing good”? Ambivalent moral framing in organizations. Research in Organizational Behavior, vol. 31, pp. 99-123.

La Cour, A. and Kromann, J., 2011. Euphemisms and hypocrisy in corporate philanthropy. Business Ethics: A European Review, vol. 20, no. 3, pp. 267-279.

Laurent, S.M., Clark, B.A., Walker, S. and Wiseman, K.D., 2014. Punishing hypocrisy: The roles of hypocrisy and moral emotions in deciding culpability and punishment of criminal and civil moral transgressors. Cognition & Emotion, vol. 28, no. 1, pp. 59-83.

Luedicke, M.K., Thompson, C.J. and Giesler, M., 2010. Consumer identity work as moral protagonism: How myth and ideology animate a brand-mediated moral conflict. Journal of Consumer Research, vol. 36, no. 6, pp.1016-1032.

Merritt, A.C., Effron, D.A. and Monin, B., 2010. Moral self‐licensing: When being good frees us to be bad. Social and Personality Psychology Compass, vol. 4, no. 5, pp. 344-357.

Paharia, N., Vohs, K.D. and Deshpandé, R., 2013. Sweatshop labor is wrong unless the shoes are cute: Cognition can both help and hurt moral motivated reasoning. Organizational Behavior and Human Decision Processes, vol. 121, no. 1, pp. 81-88.

Polman, E. and Ruttan, R.L., 2012. Effects of anger, guilt, and envy on moral hypocrisy. Personality and Social Psychology Bulletin, vol. 38, no. 1, pp.129-139.

Rai, T.S. and Holyoak, K.J., 2011. The rational hypocrite: Informal argumentation and moral hypocrisy. In Proceedings of the 33rd Annual Conference of the Cognitive Science Society.

Romani, S. and Grappi, S., 2014. How companies’ good deeds encourage consumers to adopt pro-social behavior. European Journal of Marketing, vol. 48, no. 5/6, pp. 943-963.

Sen, S. and Bhattacharya, C.B., 2001. Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, vol. 38, no. 2, pp. 225-243.

Sharma, E., Mazar, N., Alter, A.L. and Ariely, D., 2014. Financial deprivation selectively shifts moral standards and compromises moral decisions. Organizational Behavior and Human Decision Processes, vol. 123, no. 2, pp. 90-100.

Steg, L., Bolderdijk, J.W., Keizer, K. and Perlaviciute, G., 2014. An integrated framework for encouraging pro-environmental behaviour: The role of values, situational factors and goals. Journal of Environmental Psychology, vol. 38, pp. 104-115.

Szmigin, I., Carrigan, M. and McEachern, M.G., 2009. The conscious consumer: taking a flexible approach to ethical behaviour. International Journal of Consumer Studies, vol. 33, no. 2, pp. 224-231.

Thøgersen, J., 2004. A cognitive dissonance interpretation of consistencies and inconsistencies in environmentally responsible behavior. Journal of Environmental Psychology, vol. 24, no. 1, pp. 93-103.

Tiefenbeck, V., Staake, T., Roth, K. and Sachs, O., 2013. For better or for worse? Empirical evidence of moral licensing in a behavioral energy conservation campaign. Energy Policy, vol. 57, pp.160-171.

Download full paperFile format: .doc, available for editing
Contact Us