Companies engage in corporate activism, defined as taking a stance on a controversial socio-political issue, such as gun control and banning transgender athletes. We show that taking such a stance can make consumers cheat the company more or less, depending on their political ideology. When the company's stance is incongruent with the consumer's values (compared to no stance information), consumers are more likely to lie to or cheat the company. When the company's stance is congruent, however, cheating decreases. This is relevant to companies, given the increase in consumers' unethical behavior (e.g., writing fake reviews; lying to gain discounts; insurance fraud; shoplifting; and wardrobing).
In Hye Kang, California Polytech-Pomona (Smith School PhD); Amna Kirmani, Smith School