Consumer misbehavior: A concurrent look at the impact that the size of the victim and the size of the loss have on opinions regarding the acceptance or unacceptance of 12 questionable consumer actions
Journal: QUT ePrints (Queensland University of Technology)
Year: 2014

This study examines the role that the size of a victimised organisation and the size of the victim’s loss have on attitudes regarding the acceptance or unacceptance of 12 questionable consumer actions. A sample of 815 American adults rated each scenario on a scale anchored by very acceptable and very unacceptable. It was shown that the size of the victimised organisation tends to influence consumers’ opinions with more disdain directed towards consumers who take advantage of smaller businesses.