MGMD10H3 Lecture Notes - Lecture 9: Deodorant, Session 9
Document Summary
Sinning saints and saintly sinners: the paradox of moral self-regulation. : the purpose of the paper being published was to make an outline to explain why some people act morally/immorally. The paper monitored people"s behaviours when they were primed with positive, neutral or negative traits. The study found that people who were primed with moral affirmations were less cooperative and less generous than those who felt their morality were being questioned. On the other hand, there was the topic of moral cleaning and moral licensing being done which as well was also interesting. Religion might be subjective for some: this paper could help brand managers learn how to convince people to buy items. When it comes to the topic of morality people like rewarding themselves. Making ads in which the subject is rewarding themselves for working hard might also convince consumers to buy the product.
