A growing body of research has focused on so-called 'utilitarian' judgments in moral dilemmas in which participants have to choose whether to sacrifice one person in order to save the lives of a greater number. However, the relation between such 'utilitarian' judgments and genuine utilitarian impartial concern for the greater good remains unclear. Across four studies, we investigated the relati...

Is the impact of sales promotion on consumer perception mediated by its hedonic and utilitarian benefits in the context of Indian consumers?  Is gender having a moderating impact on the relationship between the benefits of sales promotion and consumer perception?  Authors examined both questions using a partial least square structural equation modeling (PLS-SEM). Findings revealed that hedonic ...

Abstract Analyze whether the content of three moral messages (deontological, ethical utilitarianism, virtue) and a control message differentially affect probability engaging in four behaviors: Washing their hands, participating public gatherings, staying at home/avoiding social contact, forwarding to inform more people. In our study, sender is university professor. These variables are measured ...

Recent research has shown that religious individuals are much more resistant to utilitarian modes of thinking than their less religious counterparts, but the reason for this is not clear. We propose that a meta-ethical belief that morality is rooted in inviolable divine commands (i.e., endorsement of Divine Command Theory) may help explain this finding. We present a novel 20-item scale measurin...

Social virtual worlds (SVWs) have become increasingly important environments for social interaction, especially for the younger generations. For SVWs to be economically sustainable, attracting new users and retaining the existing ones existing users is a paramount issue. This calls for understanding of the reasons why people engage in social virtual worlds. This study investigates the motives f...