An investigation of consumers' willingness to punish in third-party ethically questionable situations

The focus of this thesis was to investigate the factors impacting the willingness of consumers to punish a firm for what they perceive as ethically questionable or unjust actions towards another victim. The findings of the thesis indicate that as unaffected third-party observers, consumers can and will attribute responsibility to a firm, and in some situations act to punish the firm when they judge them as having acted unethically or unjustly towards another victim.