Sense and sensibility: The impact of visual and auditory sensory input on marketplace morality

Abstract

In a series of studies, we demonstrate that moral judgment is impacted by sensory input experienced during the product evaluation process due to its impact on mental construal level. We find that seeing or hearing a product while evaluating it elicits more concrete thought, which entails the consideration of contextual factors and extenuating circumstances, and hence leads to moral leniency. Importantly, we show this phenomenon holds only among consumers who possess a flexible moral mindset, which makes them more inclined to consider contextual factors when making moral judgments. This work is the first we are aware of to demonstrate systematic effects of visual and auditory sensory input on marketplace morality, as well as the moderating role of moral mindset. Implications and areas for future research are discussed.