Consumer Excuse Mechanisms, Neutralization Techniques in Stolen Goods Markets

ABSTRACT

The act of wittingly or suspiciously buying stolen goods is ethically questionable, legally punishable consumer behavior. Hence, purchasing stolen goods can lead to various cognitive and emotional sufferings, such as cognitive dissonance, ethical conflict, and feelings of guilt. In the context of buying stolen goods, consumer dissonance is a very significant predictor of consumer guilt. However, our findings did not confirm an expected positive relationship between ethical conflict and guilt. While buying stolen goods, consumer excuse and neutralization strategies are used to cope with both cognitive and emotional sufferings resulting from wrongdoings. The findings of this study are based on survey research conducted among the consumers of the stolen goods market, locally named Chor Bazaar (Theif Market) in India, focusing on Delhi and Mumbai. The findings confirmed that consumer’s use of excuse and neutralization strategies moderates the relationship between consumer guilt and the purchase of stolen goods. However, there is no direct relationship between neutralization and the purchase of stolen goods.

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Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.

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Notes on contributors

Muhammed Saheer Mancheri

Muhammed Saheer Mancheri received his PhD in Marketing from Anadolu University, Turkey. His research focuses on Consumer engagement with illicit goods markets in India. His interests include ethical consumerism, consumer behaviour, consumer psychology, and criminal marketing.

Gulfidan Baris

Gulfidan Baris, Phd, is a Professor of Marketing, Anadolu University-Turkey and a founding member of The Turkish Council of Brand Managers and Consultants. Her primary areas of research are Consumer Behavior, Consumer Complaint Management, Brand Management and Competition Strategy. Baris, who collects her interests in the Competition-Brand-Consumer triangle continues her national and international studies with her articles published in different journals, presentations in different organizations and congresses.