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| Author: | Auger, P. Devinney, T.M. |
| Title: | Do what consumers say matter? The misalignment of preferences with unconstrained ethical intentions |
| Journal: | Journal of Business Ethics
2007 : DEC (III), VOL. 76:4 p. 361-383 |
| Index terms: | ethics product attributes |
| Language: | eng |
| Abstract: | In this article the authors study the question of how well does asking consumers the extent to which they care about a specific social or ethical issue relate to how they would act in a more constrained environment where there is no socially acceptable response. The findings of a comparison between traditional survey questions of intention to purchase and estimates of individuals willingness-to-pay for social attributes in products show that plain survey questions are too noisy to give operationally useable information and overstate intentions to a remarkable extent. |
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