Full Paper 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

This study examines the role that the size of a victimized organization 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 victimized organization tends to influence consumers ’ opinions with more disdain directed towards consumers who take advantage of smaller businesses. Similarly, the respondents tended to be more critical of these actions when the loss incurred by the victimized organization was large. A 2x2 matrix concurrently delineated the nature of the extent to which opinions regarding the 12 actions differed depending upon the mediating variable under scrutiny