This study develops and tests an empirical model of consumer punishing behaviours in third-party ethically questionable situations. The model examines the impact of perceived injustice, consumer-company identification, identification with the victim, and consumer involvement on punishing behaviours. A number of ‘real-life’ ethical scenarios are employed to generate over 1000 data responses from a self-administered questionnaire. The positive influence of perceived injustice on punishing behaviours is the most supported hypothesis of the study. The relation between consumer-company identification and punishment is in part mediated through perceived injustice and also depended upon the employed scenario, with both negative and positive relations identified. An important positive relationship between identification with the victim and punishment behaviour was identified. No significant support exists for the influence of consumer involvement in the issue on punishing behaviours.

中文翻译：

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在第三方有道德问题的情况下模拟消费者的惩罚行为

这项研究开发并测试了在第三方有道德问题的情况下消费者惩罚行为的经验模型。该模型检查了不公正感，消费者公司识别，与受害者识别以及消费者参与惩罚行为的影响。许多“现实生活”的道德情景被用来从自我管理的问卷中生成1000多个数据响应。认为不公正对惩罚行为的积极影响是该研究最支持的假设。消费者公司识别与惩罚之间的关系部分是通过感知的不公正来调节的，并且还取决于所采用的方案，同时确定了消极和积极的关系。确定了与受害者的认同和惩罚行为之间的重要正相关关系。消费者参与该问题对惩罚行为的影响没有明显的支持。