Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2021 Annual Conference

Desirability­-driven Effects of Reasoning Focus Narrowing on Motivated Moral Reasoning in regard of Unsustainable Consumption Options

Published: May 25, 2021


Sven Kilian, University of Kassel


The present research deepens recent findings on the tendency of consumers’ to morally disengage from information about negative socio-ecological attributes of potential consumption options when these options are otherwise perceived as desirable. We conducted an experiment supporting the notion of a desirability-driven blending out of arguments contradicting potential justifications, termed as “narrowing of the reasoning focus”, as the underlying mechanism of such motivated moral reasoning processes. Specifically, for participants where a narrowing of the reasoning focus was not being thwarted, we found a desirability-driven alleviation of moral judgements and moral feelings, resulting in more favourable behavioural intentions (e.g., purchase intentions, word-of-mouth intentions) towards a consumption option with poor socio-ecological performance. These finding have important implications for academics and marketers concerned with understanding and promoting sustainable consumption.