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The Robin Hood Effect in Transgressions Against Firms: How Political Ideology Shapes Consumer Justifications.

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Title: The Robin Hood Effect in Transgressions Against Firms: How Political Ideology Shapes Consumer Justifications.
Authors: Lin, Jason D (AUTHOR), Keinan, Anat (AUTHOR), Chang, Hannah H (AUTHOR), Lehmann, Donald R (AUTHOR)
Source: Journal of Consumer Research. Apr2026, Vol. 52 Issue 6, p1102-1125. 24p.
Subject Terms: *Ideology, *Consumers, *Consumer behavior, *Transgression (Ethics), *Piracy (Copyright), *Shoplifting, *Fairness
Abstract: Consumer transgressions against firms involve moral violations in which consumers take advantage of loopholes in companies' return and satisfaction-guaranteed policies or the lack of strict enforcement against password sharing, piracy, shoplifting, wardrobing, coupon stacking, promotion abuse, and fraud. Drawing on the timeless tale of Robin Hood, the legendary outlaw who stands up against injustice, the authors demonstrate that consumers use a Robin Hood justification to legitimize their transgressions against firms. Building on moral foundations theory, this research demonstrates that political ideology impacts consumers' transgression behavior and the perceived morality of these practices. Six studies show that under certain conditions in which the moral virtues of fairness and care are cued, liberals are more likely to engage in transgressions than conservatives. The studies further test factors that can intensify or mitigate consumer transgressions against firms. Findings from this research can help marketers better understand how consumers justify transgressions and how to effectively reduce these costly and pervasive behaviors. [ABSTRACT FROM AUTHOR]
Database: Energy & Power Source
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Header DbId: enr
DbLabel: Energy & Power Source
An: 192754209
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PubType: Academic Journal
PubTypeId: academicJournal
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  Data: The Robin Hood Effect in Transgressions Against Firms: How Political Ideology Shapes Consumer Justifications.
– Name: Author
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  Data: <searchLink fieldCode="AR" term="%22Lin%2C+Jason+D%22">Lin, Jason D</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Keinan%2C+Anat%22">Keinan, Anat</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Chang%2C+Hannah+H%22">Chang, Hannah H</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Lehmann%2C+Donald+R%22">Lehmann, Donald R</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Consumer+Research%22">Journal of Consumer Research</searchLink>. Apr2026, Vol. 52 Issue 6, p1102-1125. 24p.
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  Data: *<searchLink fieldCode="DE" term="%22Ideology%22">Ideology</searchLink><br />*<searchLink fieldCode="DE" term="%22Consumers%22">Consumers</searchLink><br />*<searchLink fieldCode="DE" term="%22Consumer+behavior%22">Consumer behavior</searchLink><br />*<searchLink fieldCode="DE" term="%22Transgression+%28Ethics%29%22">Transgression (Ethics)</searchLink><br />*<searchLink fieldCode="DE" term="%22Piracy+%28Copyright%29%22">Piracy (Copyright)</searchLink><br />*<searchLink fieldCode="DE" term="%22Shoplifting%22">Shoplifting</searchLink><br />*<searchLink fieldCode="DE" term="%22Fairness%22">Fairness</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: Consumer transgressions against firms involve moral violations in which consumers take advantage of loopholes in companies' return and satisfaction-guaranteed policies or the lack of strict enforcement against password sharing, piracy, shoplifting, wardrobing, coupon stacking, promotion abuse, and fraud. Drawing on the timeless tale of Robin Hood, the legendary outlaw who stands up against injustice, the authors demonstrate that consumers use a Robin Hood justification to legitimize their transgressions against firms. Building on moral foundations theory, this research demonstrates that political ideology impacts consumers' transgression behavior and the perceived morality of these practices. Six studies show that under certain conditions in which the moral virtues of fairness and care are cued, liberals are more likely to engage in transgressions than conservatives. The studies further test factors that can intensify or mitigate consumer transgressions against firms. Findings from this research can help marketers better understand how consumers justify transgressions and how to effectively reduce these costly and pervasive behaviors. [ABSTRACT FROM AUTHOR]
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=enr&AN=192754209
RecordInfo BibRecord:
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    Identifiers:
      – Type: doi
        Value: 10.1093/jcr/ucaf053
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      – Code: eng
        Text: English
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        PageCount: 24
        StartPage: 1102
    Subjects:
      – SubjectFull: Ideology
        Type: general
      – SubjectFull: Consumers
        Type: general
      – SubjectFull: Consumer behavior
        Type: general
      – SubjectFull: Transgression (Ethics)
        Type: general
      – SubjectFull: Piracy (Copyright)
        Type: general
      – SubjectFull: Shoplifting
        Type: general
      – SubjectFull: Fairness
        Type: general
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      – TitleFull: The Robin Hood Effect in Transgressions Against Firms: How Political Ideology Shapes Consumer Justifications.
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            NameFull: Lin, Jason D
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            NameFull: Keinan, Anat
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            NameFull: Chang, Hannah H
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            NameFull: Lehmann, Donald R
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            – D: 01
              M: 04
              Text: Apr2026
              Type: published
              Y: 2026
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              Value: 00935301
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              Value: 52
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              Value: 6
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            – TitleFull: Journal of Consumer Research
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