Regardless of boycott outcome, some consumers are likely to boycott when they perceive themselves as morally corrupt persons or when the social and personal self-esteem associated with supporting a cause is low.

Question

Quizplus · Accepted Answer

Consumers are more likely to boycott when they perceive the company or its actions as morally corrupt, not themselves, and when the social and personal self-esteem associated with supporting the boycott is high, as it aligns with their values and social identity.

Regardless of Boycott Outcome, Some Consumers Are Likely to Boycott