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Loyalty as a matter of principle: the influence of standards of judgment on customer loyalty

Author

Listed:
  • Edwin Love

    (Western Washington University)

  • Mark Staton

    (Western Washington University)

  • Jeff D. Rotman

    (Western University)

Abstract

Ethicists refer to people who make judgments based on normative principles as deontologists. Their ethical standards are such that loyalty is an important characteristic to them—which could make them appealing consumers for marketers to target. In a series of three studies, we illustrate the following: whether deontological standards of judgment positively impact their consumer loyalty, if normative advertising campaigns are more effective for deontologists than for utilitarians, and whether the loyalty proneness of deontologists is a function of selective processing. While standards of judgment have been addressed in the literature to measure practices of marketers, our research is the first that speaks to the impact that standards of judgment can have on consumer decision-making.

Suggested Citation

  • Edwin Love & Mark Staton & Jeff D. Rotman, 2016. "Loyalty as a matter of principle: the influence of standards of judgment on customer loyalty," Marketing Letters, Springer, vol. 27(4), pages 661-674, December.
    • Handle: RePEc:kap:mktlet:v:27:y:2016:i:4:d:10.1007_s11002-015-9371-0
    DOI: 10.1007/s11002-015-9371-0
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    References listed on IDEAS

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    Cited by:

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    4. Peter E. Mudrack & E. Sharon Mason, 2019. "Utilitarian Traits and the Janus-Headed Model: Origins, Meaning, and Interpretation," Journal of Business Ethics, Springer, vol. 156(1), pages 227-240, April.

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