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Deviant consumer behavior (DCB) has serious negative effects on organizations, employees and other customers. While research to date has largely focused on understanding why consumers engage in deviant behaviors, less focus has been placed on exploring how to deter them. This paper aims to shift the conversation from research exploring why consumers engage in deviant behaviors to understanding how DCB could be deterred.

In this conceptual paper, a research agenda of deterrence tactics is provided with associated propositions to guide future research in the field of DCB.

A deterrence–neutralization–behavior (DNB) framework is proposed to underpin the seven deterrence tactics outlined in this research agenda. The DNB framework illustrates the positive relationship between neutralization techniques and engagement in DCB, because the techniques reduce the level of cognitive dissonance associated with performing a deviant act beyond an individual’s deviance threshold. The framework adds a new proposed moderating role of deterrence tactics. Deterrence tactics are mechanisms that will reintroduce cognitive dissonance, previously reduced through a neutralization technique, by presenting the consumer with a competing piece of information that challenges their attitudes, beliefs or behavior. Therefore, the authors propose that certain deterrence tactics could diminish the positive effect of different neutralization techniques on DCB if the tactics challenge the justifications consumers are using to excuse their actions – subsequently reintroducing cognitive dissonance.

Practically, this paper is the next step in an effort to provide evidence-based solutions for managers seeking to reduce the negative impact that deviance has on the organization.

To date, research has focused on understanding why DCB occurs with limited attention on how it can be deterred. The value in this paper is in proposing a series of deterrence tactics that are theoretically matched to established antecedents and neutralization techniques associated with DCB. Overall, this paper provides a future research agenda with propositions to build knowledge on effective deterrence tactics for curbing instances of DCB.

This paper aims to investigate the impact of perceived risk, ethical judgement, value consciousness, susceptibility to social influence and neutralisation on counterfeit clothes and accessories purchase intention in Egypt.

A single cross-sectional survey was conducted. Questionnaires were used to collect data from 361 counterfeit buyers in Egypt. To test the hypotheses, partial least squares-structural equation model was applied.

The results indicate that neutralisation, perceived risk and susceptibility to social influence significantly impact attitudes towards counterfeiting and purchase intentions, whereas value consciousness impacts counterfeit purchase intention. In addition, attitudes mediate the effects of perceived risk, susceptibility to social influence and neutralisation on purchase intention.

Brand producers/retailers and the government need to adhere to a number of practices to curb counterfeit demand, mainly by tackling the neutralisation’s impacts, demonstrating various risks of counterfeiting and developing a collective attitude against counterfeiting.

This study contributes to the ethical decision-making literature by empirically testing and quantifying the impact of neutralisation on shaping counterfeit buyers’ attitudes and purchase intention.

The purpose of this paper is to explore the relationship between salesperson role perceptions and use of neutralization techniques, given the relationship orientation of the salesperson. Direct relationships between salesperson role conflict, role ambiguity, role task self-efficacy and a salesperson’s propensity to use neutralizations to attribute their unethical selling behavior are tested. The moderating effects of role-relationship orientation on the aforementioned relationships are also explored

Survey data were collected from 163 (cross-industry, B2B/B2C non-retail) salespeople. Results were analyzed and seven hypotheses were tested using SmartPLS to estimate and evaluate a (partial least squares) structural model.

The study findings conclude that role ambiguity, role task self-efficacy and role relationship orientation directly impact a salesperson’s tendency to use neutralization techniques to justify unethical sales behavior. Role relationship orientation serves to moderate the relationship between role conflict and neutralization use.

This research integrates attribution and role theories to isolate the conditions where salespeople are prone to use neutralization techniques to justify their unethical behavior. Salesperson role relationship orientation is explored to understand the moderating effects on the salesperson role–neutralization relationships.

Sales managers are provided guidance (e.g. training and coaching) to help salespeople navigate feelings of negative role perceptions (role conflict, role ambiguity, role self-efficacy) to minimize the impact on justification of unethical sales behaviors.

This research builds on the sales and ethics literatures by incorporating role and attribution theory to better understand how salespeople approach dealing with their own unethical behavior and the implications on maintaining relationships with their customers.

The purpose of this paper is to apply neutralization theory to white‐collar criminals to discuss criminal entrepreneurship.

The theoretical framework of neutralization techniques is applied to criminal entrepreneurship and white‐collar criminality.

A legal entrepreneur is a person who operates a new enterprise or venture and assumes some accountability for the inherent risk. Similarly, the criminal entrepreneur's task is to discover and exploit opportunities, defined most simply as situations in which there are a profit to be made in criminal activity.

Examples of criminal entrepreneurship committed by otherwise legal entrepreneurs are commonly labeled as white‐collar criminality. This paper discusses how criminal entrepreneurship by white‐collar criminals can be explained by neutralization theory, as white‐collar criminals tend to apply techniques of neutralization used by offenders to deny the criminality of their actions.

Policing white‐collar criminality should be expanded to understand criminal entrepreneurs when applying neutralization theory to deny crime activities.

Neutralization theory illustrates how serious white‐collar crime is denied by the offender.

As can be seen by this brief discussion of criminal entrepreneurship, white‐collar criminality and corporate and organized crime, there is a need for a concentrated research effort to clarify and explain these conflated conflicts. By discussing them in context this paper has made a contribution to the literature by introducing the concepts of entrepreneurial leadership and entrepreneurial judgment into the debate. Moreover, in discussing neutralization theory, some fresh insights can be gained into the mind of the criminal entrepreneur.

This study examines how neutralization strategies affect the efficacy of information system security policies. This paper proposes that neutralization strategies used to rationalize security policy noncompliance range across ethical orientations, extending from those helping the greatest number of people (ethics of care) to those damaging the fewest (ethics of justice). The results show how noncompliance differs between genders based on those ethical orientations.

A survey was used to measure information system security policy noncompliance intentions across six different hypothetical scenarios involving neutralization techniques used to justify noncompliance. Data was gathered from students at a mid-western, comprehensive university in the United States.

The empirical analysis suggests that gender does play a role in information system security policy noncompliance. However, its significance is dependent upon the underlying neutralization method used to justify noncompliance. The role of reward and punishment is contingent on the situation-specific ethical orientation (SSEO) which in turn is a combination of internal ethical positioning based on one's gender and external ethical reasoning based on neutralization technique.

This study extends ethical decision-making theory by examining how the use of punishments and rewards might be more effective in security policy compliance based upon gender. Importantly, the study emphasizes the interplay between ethics, gender and neutralization techniques, as different ethical perspectives appeal differently based on gender.

The purpose of this paper is to explore how the concept of honesty can shed light on misreporting issues in projects. Research on honesty can be useful for practitioners and researchers in project management, in order to understand and counter the withholding and distortion of relevant information from projects. In moral psychology, dishonesty is often explained as a result of moral neutralization. The paper provides an account of how neutralization can lead to dishonesty in projects.

The current study is based on a literature review of research on misreporting and dishonesty in projects, and of relevant generic studies of honesty.

The author concludes that the phenomenon of moral neutralization can explain dishonesty and misreporting in projects. Honesty can be encouraged by identifying attempts at moral neutralization, and rendering them unacceptable. At the core of this position is the view that the level of honesty amongst project members is most adequately understood and explained from a circumstance rather than a character approach.

The paper is based on a literature review, and needs to be supported by further empirical studies within project management.

The suggested primacy of a circumstance approach to honesty implies that project practitioners should be aware of the phenomenon of moral neutralization. Even people of good moral character can become involved in neutralization, in order to render misreporting acceptable. The central practical challenge can thus be to recognize tendencies of neutralization in one's own and other people's moral reasoning.

The main contribution of this paper is to introduce the concept of honesty in general, and the concept of moral neutralization in particular, to project management research and practice. The paper also suggests concrete ways to redirect attention from character to circumstances, based on more general research findings in social and moral psychology.

The purpose of this paper is to investigate the relationships between grit, unethical behavior and job stress among business-to-business salespeople.

The empirical analysis includes 240 business-to-business salespeople. Structural equation modeling is used to test the study’s hypotheses.

Results suggest grit is directly related to less frequent unethical behavior and customer-directed deviance. Neutralization techniques positively moderate the relationship between salesperson grit and both unethical behavior and customer-directed deviance. Grit is indirectly related to job stress through the positive relationship between unethical behavior and job stress.

Given research on grit in sales is relatively new several opportunities to pursue additional research in this area are presented.

Sales leaders may benefit from administering the salesperson grit scale as part of the screening process and developing grit among salespeople through training and coaching. Sales leaders should emphasize the negative impact of adopting neutralization techniques (excuses) in condoning unethical behaviors. The indirect effect of grit in reducing job stress through ethical behaviors underscores potential ways to mitigate costly and detrimental sales outcome losses.

This study develops a novel framework to explore the relationships between grit and unethical behaviors as moderated by neutralization techniques (excuses); examines an additional component of grit not previously considered in some studies of salespeople; and investigates whether these relationships increase a previously unexplored outcome – job stress.

The purpose of this paper is to understand how and why environmentally conscious consumers rationalise their non-green purchase behaviour.

Seven focus groups were conducted. A total of 51 people, aged 19-70 years, participated in the study. Theoretical thematic analysis was used to organise the data as various themes emerged.

Through application of neutralisation theory, this study identified additional barriers to green consumption. Two new neutralisation techniques emerged, namely protecting (maintaining) one’s sense of self and consumer attachment to the brand. These techniques recognise the impact consumer culture has had on consumers.

The study took place in an urban centre hence the views of the participants may be different from those who live in rural centres; low-income consumers were under-represented; and more male participants would have been desirable.

Despite its limitations, this study reveals that consumers will rationalise their decisions in order to protect their self-esteem and self-identity. Until green becomes a social norm, consumers will continue to place individual goals over collective goals. Understanding this rationalisation process is important if marketers and policy makers want to encourage behavioural change.

This study makes a valuable contribution to the understanding of the green attitude-behaviour gap. It provides fresh insights into how environmentally conscious consumers vindicate their non-green consumption behaviours and how marketers and policy makers can overcome these challenges. It also identifies two new neutralisation techniques and extends the theory to a consumer culture context.

Fashion designers in South Africa remain ambivalent in embracing sustainable fashion. This study examines the role of neutralisation techniques on attitude towards sustainable fashion. The study was conducted in South Africa, an emerging market known for water scarcity and pollution emanating from the textile industry.

A structured questionnaire was used to collect cross-sectional data from a sample of 590 fashion designers using a web-based online survey. Study constructs were drawn from the neutralisation theory and theory of planned behaviour.

Standard multiple regression analysis results identified denial of injury, appeal to higher loyalties and external locus of control as the major rationalisation techniques influencing South African designers' negative attitudes towards sustainable fashion.

Research was conducted in South Africa where the concept of sustainable fashion is still at developmental stages. The generalisation of the study findings may be enhanced by extending the study to other markets with a fully developed market for sustainable fashion.

The study results underscore the necessity of reducing social, structural and institutional barriers associated with the adoption of sustainable fashion. This study provides input towards efforts to develop attitude change strategies to stimulate designers to embrace sustainable fashion.

The research study contributes to theory, practice and future research.

Today, online malicious comments are serious issues. They can cause psychological distress and suicide of victims. Although prior studies have focused on the role of anonymity as a major factor in making these comments, results of these studies have been inconsistent. On the other hand, the need for attention from others can provide an alternative explanation for such malicious comments. However, this perspective has been rarely studied. Therefore, the objective of this study was to investigate effects of anonymity and need for attention on posting malicious comments online and compare these two factors, resolving dark sides of online interaction.

This study obtained 327 questionnaires of Facebook users through a survey and analyzed the research model using partial least squares (PLS) regression.

Results of this study revealed that the need for attention affected malicious comments through partial mediation of neutralization. On the other hand, anonymity did not significantly affect malicious comments.

This study has the following academic implications. First, we empirically examined the critical influence of need for attention on making malicious comments online based on the impression management theory. Second, this study revealed that the influence of need for attention on making malicious comments was partially mediated by neutralization. Third, this study may offer an explanation for contradicting findings on the role of anonymity in the phenomenon of posting malicious comments online.

Practical implications of this study are as follows. First, SNS platforms can limit activities of persons who post malicious comments frequently. Second, this study suggests that a notice is needed to inform the seriousness and harmful consequences of malicious comments. Third, Facebook practitioners should be aware that low anonymity may not reduce malicious comments.

This study quantitatively examined the effect of need for attention on malicious comments based on the impression management theory. It provides a fact that individuals who want to attract attention from others would write malicious comments through neutralization.