He, Hongwei and Harris, Lloyd C. (2014) Moral disengagement of hotel guest negative WOM : moral identity centrality, moral awareness, and anger. Annals of Tourism Research , Volume 45 . pp. 132-151. doi:10.1016/j.annals.2013.10.002 ISSN 0160-7383.

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Abstract

Adopting a moral identity perspective, this research examines the moral judgment of hotel guests’ vindictive negative word of mouth (WOM) toward hotel service failure. This research finds that people with higher moral identity centrality are less prone to moral disengagement of vindictive negative WOM, especially when their moral awareness of the behavior is higher. However, even these individuals may engage in moral disengagement of vindictive negative WOM, if they have higher anger toward the service failure, and when their moral awareness is lower. These findings highlight the significant roles of moral identity centrality, moral awareness, and moral emotion for people’s moral judgment. Practically, this research suggests hotels may manage customer vindictive negative WOM by raising moral awareness and appeasing anger.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Annals of Tourism Research
Publisher:	Elsevier
ISSN:	0160-7383
Official Date:	March 2014
Dates:	Date Event March 2014 Published 24 January 2014 Available 4 October 2013 Accepted 10 July 2012 Submitted
Volume:	Volume 45
Page Range:	pp. 132-151
DOI:	10.1016/j.annals.2013.10.002
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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