Consumers' Responses to Corporate Activism of Morally Controversial Companies: The Roles of Political Ideology and Moral Decoupling

Considering the prevalence of corporate/brand activism, this research examines the effects of corporate activism of morally controversial companies (companies for which consumers generally have negative opinions, e.g., tobacco companies). Findings from two experiments provide support for a moderated mediation model where the effects of activism of a controversial company on attitude toward the campaign are mediated by moral decoupling, based on the political ideology of consumers. Liberal (conservative) consumers support liberally aligned (conservatively aligned) campaigns of controversial companies through moral decoupling by endeavouring to separate support for the politically aligned campaign from support for the morally controversial company. However, positive effects on attitude toward the campaign subsequently lead to positive effects on attitude toward the company. Results provide theoretical insights into moral reasoning processes that consumers use when processing activism from controversial companies. Findings demonstrate that morally controversial companies may indirectly gain acceptance through activism, highlighting the need for regulation.