Running Head: Consumer Behaviour

Wealth and welfare: Divergent moral reactions to ethical consumer choices.

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Running Head: Consumer Behaviour

Table of Contents
Introduction ........................................................................................................................................... 3

Personality and self-concept................................................................................................................... 3

Perception ............................................................................................................................................... 4

Studying and Memory............................................................................................................................. 5

Ethics, attitude and attitude change....................................................................................................... 5

Decision-making ...................................................................................................................................... 6

Customers as social beings reference groups ......................................................................................... 7

Customers as social beings social class ................................................................................................... 7

Customers as social beings culture and traditions ................................................................................. 8

Social change and diffusion of Innovations ............................................................................................ 9

Needs and motivation............................................................................................................................. 9

Conclusion ............................................................................................................................................. 10

References ............................................................................................................................................ 11

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Running Head: Consumer Behaviour

Introduction
The concept ‘Consumer Behaviour’ is described as the behaviour which a customer observes

in terms of analysing, founding, utilization regarding buying, calculating along with

disposing of commodities and works which would fulfil and satisfy the requirements and

wants of the customers. Hoch (2011) stated that the customer behaviour highlights in what

ways individuals makes judgements upon spending on available resources on expenditure

related products. The expenditure related products comprises on certain features- when the

customers purchase the commodities, why the consumers should buy the products, what

goods the consumers buy etc. after a customer buys any commodity and the effect of such

calculations and analyses regarding future buying.

Personality and self-concept

Ashforth and Lange (2016) stated that it is very much fruitful to inspect in what ways, a

moral self-concept could proceed further off-course- in what ways it could be useful and

substantiate behaviour which is regarded as illegal. A self-concept should possess the

following features:-

 Cherishing kindliness and significant principled setting.

 Granting low principle behaviour.

 Cherishing a preeminent stand-point which in turn generates unethical and

unscrupulous behaviour.

 Bring about strengths regarding the safety and bolstering the self-concept which gives

rise to antagonistic effects.

The radical controversies is not regarding any self-concept which is abominable, but on the

other hand, it is imperfect to some extent, and the more extreme and dominating the principle

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Running Head: Consumer Behaviour

element of a person’s self-concept, the more likely problematic it becomes. A set of related

constructs has emerged bearing on how authors form, regard, and express their moral

predispositions and beliefs. Personality is the main aspect in any organization in respect to

customer behaviour. A personality must be maintained in an enterprise regarding working

environments and aspects.

Perception
Olson et. al. (2016) described that the concept ‘Perception’ influences mainly the less income

customers getting help and advices of the government as well as the selections these

customers make. This highlights that this team is observable in a different manner rather than

by utilizing more holdings while making unique selections. Cost is the most fruitful factors

due to which calculating the prices of traditional products give some public advices and

some protection regarding harsh principle decisions when selecting honourably. On the other

hand, remuneration regarding one’s revenue drifts towards perceptions of demand, or the

authority to spend as one expects.

Wight (2015) stated that the person who gets help by means of paying taxes dollars is under

larger investigation and observability (frequently resulting in harsh, critical and ethical

decisions) by others. In addition to influencing perceptions of individual consumers, the

results illustrates that such attributions extend to teams which helps in making ethical

selections regarding the presence of others, and that these attributions have real monetary

consequences for non-profit enterprises. Many principle products facilitate not only itself

(e.g., healthful and protection) but also others both directly (example- better working

environments, good wages) and indirectly (e.g., some pollutants in the water as well as in

air).

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Running Head: Consumer Behaviour

Studying and Memory

Olson et. al. (2016) described that there are a lot of things and aspects to study and analyze in

regarding to ‘Consumer Behaviour’ which is to be remembered. Shoppers who are engaged

in virtuous buying like purchasing integral food and cars are usually considered as most

faithful unless any steps or measures are being taken by the government. In case, any

principle shopping is subsidized regarding welfare cheques, those shoppers are judged as

immoral for taking advantage of public generosity, in the point of view to a new UBC Sauder

School of Business study.

Schiffman (2010) stated that an author, Dahl as well as his fellow authors was anxious

regarding interconnection between prized values, making per-usual selections along with

prudence. It is founded that people relies on government help are only praised when they’re

frugal, and are seen as less moral if they go for ethical but more expensive products. When

selecting a more costly ethical commodity, those on welfare were considered as less moral

while more wealthy shoppers were looked down upon as more principled.

Ethics, attitude and attitude change

Trautmann (2013) stated that customer behaviour is an important prospect in regards to thics

in a general way. Present universal challenges like desertification, changes of climate,

deficiency in resources, land degradation and deficiency regarding biodiversity could

ultimately lead to human actions. Reasons are excessive production and consumption of

goods and services, along with using and consuming natural resources, causing emissions and

unwanted commodities. Demand in the form of consumption and supply in the form of

production are closely associated.

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Running Head: Consumer Behaviour

Stout (2012) stated that the changes in customer behaviour, technological and organisational

innovations as well as an appropriate political and economic framework are of major

importance for a sustainable development based on responsible demand and supply.

Interdisciplinary collaboration between such aspects like sociology, psychology,

anthropology, evolutionary and behavioural economics and neurology along with marketing

is essential. Weber (2012) described that there are observed changes regarding consumer

behaviour and in ethical concepts and values. Achievable and needful consumptions fulfil the

personal wants without any negative effect upon the consumption effectiveness as well as

lives of future and current generations. It complies with the principles of stability regarding

deficiency in resources.

Decision-making
Green (2010) stated that the proper implementation and taking decisions on every sphere of

life is very much important, fruitful and effective. Similarly taking decisions in an

organization is very much effective as well as important. Generally, managers of the

respective companies take decisions regarding various aspects, matters, issues and fields in an

enterprise. The workers working in a corporate sector have to submit reports and files

regarding various working matters and issues on a daily basis to the managers. The managers

analyze, assess and inspect each and every information strictly based upon reports and files.

Hodgson (2013) stated that the rules as well as regulations of an enterprise have to be

maintained and followed in most of the firms. A manager has to bring about or implement

new tools and machines for the growth, development and advancement of any company. A

manager has to see the talents, skills and knowledge of the workers working in an enterprise.

How much expert the workers are and how fast they could complete the jobs with accuracy,

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Running Head: Consumer Behaviour

convenience and effectiveness and also with efficiencies and potentialities to bring about a

better output or results as expected or desired and to bring about profits.

Customers as social beings reference groups

Bartels et. al. (2014) stated that in the topic ‘Consumer Behaviour’, customers are being

considered as social human beings as well as teams including references. The perceptions

regarding less revenue customers getting help of the government and the selections the

customers make depicting that the team is observed vividly in comparison to those who are

getting better resources while making unique selections. The reference teams are also formed

in this regard. Santoro and Gorrie (2010) illustrated that cost is regarded as an integral

element as because calculating the prices of various commodities as well as ethical products

provides help in terms of government policies are being seen as low principle at the time of

selecting virtuous and traditional goods. Profit earners mainly the large expenditure

individuals are being seen as more ethical regarding giving rise to an unique selection.

Customers as social beings social class

Corley (2010) stated that in regards to the development, growth and advancement of revenue

inequality, mainly with the advent of 2007-2008 monetary problems, candidate of the

financial as well as political aspects are on other way being interpreted as non ethical and

drifted towards unconstrained self-confidence. On contrary, current sociological of the name

regarding similar income distribution matters represents people belonging to lower class or

caste associated with an enormous value and comments and comments that the upper caste

people must consistently provides the ethical values and aspects in order to make the poor

people benefitted. Reisinger and Dimanche (2010) stated that the rivalries according to the

observations among the relations between an ethical behaviour as well as caste effectively

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Running Head: Consumer Behaviour

depict the 21st century. The renowned works regarding political economy and literature have

already justified both sides equally. An ample scope and opportunities provides for and

comes back to non moral principles varies hardly based upon the classes. A person falls

below poverty line do not have any money to obscure and do not have any accountant. In

another way, the upper class person has to pay money faithfully regarding child support for a

peaceful child.

Customers as social beings culture and

traditions
Trentmann (2010) stated that in case there arises contract between theorists of today’s world

and those of past days. This is regarding the in-depth of expenditure to today’s capitalism and

contemporary culture. According to the authors with the dawn of the twentieth century,

consumption was referred to decision making strength beyond new capitalism, its dynamism

and social size and shape. The changing pictures of expenditure thus followed on a

transforming assessment regarding ‘modernity’. And this theoretical dynamic harmoniously

had a decision making effect in what ways consumption and the customer are interpreted in

these cases. Encountering the consumers as traditional customers, commercial customers and

post modern customers are regarded as ideal-typical establishments. These might be probe

beneficial to provide commentary based upon the situation about the condition regarding

‘modernity’ or ‘post-modernity’. This approach are less usable for a historical realisation

regarding expenditure, as these current holistic, static and finished end commodities rather

than difficulties in what ways these different kinds have emerged, developed, and stood in

relation to each other in various societies at various periods of times.

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Running Head: Consumer Behaviour

Social change and diffusion of Innovations

Vergragt (2010) illustrated that the effects of technology depicts past twenty-first century

universal challenges. On another way, as an enlightenment, technology, especially science-

based technology, has offered the promise of a better world through the elimination of

disease and material improvements in terms of standards of living of people. On the other

hand, resource extraction, emissions of dangerous materials, and pollution of air, water, and

soil have created conditions for unwanted environmental catastrophe and have already caused

irreversible destruction to the biosphere. While the future might ensure a vast development of

technological innovation, the scale and impact of environmental degradation might reflect

this vast acceleration as well.

Dinnie (2015) stated that a related painful enigma is that, despite the ongoing technological

revolution, the majority of the world population still lives under below poverty line with

inadequate food, housing, and energy, afflicted by sickness which could be easily cured if

clean water and simple drugs were made available. Distinctively, a significant number of

former developing countries are at present on the verge of development, helped by

technology transfer and technological innovations that have benefited large parts of their

populations.

Needs and motivation

Batra et. al. (2015) stated that the motive to determine is a commendable scientific impact.

Unfortunately, and despite countless attempts, no universally-accepted definition of the moral

domain has been offered so far. Rather than toss more fuel onto this sphere of dispute, we

instead gesture at some prototypical features of the moral domain shared by many

approaches. Psychological questions about morality are especially likely to address decisions

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Running Head: Consumer Behaviour

regarding rights, justice and welfare pertaining regarding in what ways people ought to treat

one another.

Ethical decisions often concern courses of action that leads to some harm, especially loss of

life or other physical harm, loss of rightful property, loss of privacy, or other threats to

autonomy. Ethical decisions also tend to be aimed through actions that affect the others as

well. People could distinguish doing something that is unwise from doing something which is

ethically despicable and the assessment that something if morally similar has particular

features. An ethical principle has long been considered as a significant region of scholarship.

Conclusion
Consumer Behaviour highlights in what ways individuals makes judgements upon spending

on available resources on expenditure related products. Roberto (2015) described that the

managers analyze, assess and inspect each and every information strictly based upon reports

and files. The rules as well as regulations of an enterprise have to be maintained and followed

in most of the firms. A manager has to bring about or implement new tools and machines for

the growth, development and advancement of any company. The customers needs to be more

motivated and the wants and demands of the customer need to be properly fulfilled and

utilized. Ethical values regarding customer behaviour should be maintained properly.

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Running Head: Consumer Behaviour

References

Ashforth, B. E. And Lange, D. (2016). Beware of organizational saints: how a moral

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https://www.researchgate.net/profile/Donald_Lange/publication/311607692_Beware_of_orga

nizational_saints_How_a_moral_self-

concept_may_foster_immoral_behavior/links/5852c9af08ae0c0f3222737a/Beware-of-

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Olson, G. J. Mcferron, B. Morales, A. C. And Dahl, D. W. (2016). Wealth and welfare:

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[Accessed 13.07.2017]

Olson, G. J. Mcferron, B. Morales, A. C. And Dahl, D. W. (2016). Wealth and welfare:

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Divergent-Moral-Reactions-to?redirectedFrom=PDF [Accessed 13.07.2017]

Trautmann, S. T. Kuilen, G. V. D. And Zeckhauser, R. J. (2013). social class and (un)ethical

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Bartels, Daniel M., Bauman, C. W. Fiery A. Cushman, F. A. David, A. Pizarro, D. A. And

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Running Head: Consumer Behaviour

Vergragt, P. J. (2010). How technology could contribute to a sustainable world? [Online]

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Running Head: Consumer Behaviour

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