Welcome to the 2023 AAA Annual Conference in Denver, CO! We are so glad you are joining us. Be sure to share your time at the conference using #AAA2023!
Click the "Map" tab for a map of the meeting space and session rooms.
Wifi code: stayhappy
Valet parking is available for a rate of $42.00 per vehicle per night, and self-parking is available at a rate of $38.00 per vehicle per night.
When consumers are made aware of their inconsistent ethical behavior, they feel guilt and justify their past misconduct through neutralization. This article examines post-neutralization behavior: Whether neutralization causes participants who have refused to donate to one campaign rectify their moral lapse by donating to a subsequent campaign. Materialism and moral identity are shown to interact within individuals. In the absence of neutralization, highly materialistic consumers donate more for subsequent causes regardless of moral identity levels, while lowly materialistic consumers donate more when they have high moral identity. Neutralization prevents this compensatory behavior and decreases donations from highly materialistic consumers. They donate more only when they also have high moral identity. This research examines a series of fundraising campaigns on social media to explore post-transgression and post-neutralization behavior.
