This research examines how and why reactions to other consumers’ unethical behavior differ among consumers and vary in different situations. Drawing on construal level theory, the authors propose that the relationship between other consumers’ unethical behavior and focal consumers’ unethical behavior is moderated by focal consumers’ construal level, and self-expressiveness mediates this moderating effect. Specifically, consumers at higher construal levels tend to view their behavior as more self-expressive and are thus less likely to imitate other consumers’ unethical behavior. Study 1 (...) indicates that focal consumers who have a chronic tendency to construe information at high levels are less likely to replicate other consumers’ unethical behavior than those who have a chronic tendency to construe information at low levels. Studies 2, 3a and 3b show that when primed with higher-level construals, consumers are less likely to follow other consumers’ unethical behavior than when primed with lower-level construals. The mediating effect of self-expressiveness was tested and supported in Study 1 and Study 3b. These findings help to better understand consumers’ reactions to other consumers’ unethical behavior. (shrink)

Interactions between human beings and chatbots are gradually becoming part of our everyday social lives. It is still unclear how human–chatbot interactions, compared to human–human interactions, influence individual morality. Building on the dual-process theory of moral judgment, a secondary data analysis, and two scenario-based experiments provide sufficient evidence that HCIs support utilitarian judgments, which reduce participants' donation amount. Study 3 further demonstrates that the negative effects of HCIs can be attenuated by inducing a social-oriented communication style in chatbots’ verbal language (...) designs. These findings highlight the negative impacts of HCIs on relationships among human beings and suggest a practical intervention for nonprofit organization managers. (shrink)