Consumer transgressions in the marketplace: Consumers' perspectives
A national sample of 532 consumers was assessed on 15 different scenarios that reflect questionable behaviors by consumers. The results indicate that consumers are ethically predisposed as they generally express little tolerance for behavioral transgressions on the part of the customer. Factor analysis identified 2 latent dimensions for the scenarios: direct economic consequences and indirect economic consequences. Respondents expressed greater intolerance of those actions that comprise the indirect economic consequences factor. One-way analysis of variance identified several instances where age, gender, education, and income were related to specific responses.
Dodge, H. R., Edwards, E. A., & Fullerton, S. (1996). Consumer transgressions in the marketplace: Consumers’ perspectives. Psychology & Marketing, 13(8), 821–835. doi:10.1002/(SICI)1520-6793(199612)13:8<821::AID-MAR7>3.0.CO;2-H