Consumer Research for Consumers

Max   Bazerman

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Article | Journal of Consumer Research | March 2001

Consumer Research for Consumers

by Max Bazerman

Keywords: Customers; Research;

Format: Print

6 pages

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Citation:

Bazerman, Max. "Consumer Research for Consumers." Journal of Consumer Research 27, no. 4 (March 2001): 499–504. (Reprinted in F. Maidment (Ed.) Powerweb: Introduction to Business, McGraw-Hill, 2003.)

About the Author

Max H. Bazerman

Jesse Isidor Straus Professor of Business Administration

Negotiation, Organizations & Markets

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Article | Journal of Behavioral Economics for Policy | 2019

Pay-for-Monopoly?: An Assessment of Reverse Payment Deals by Pharmaceutical Companies

Sana Rafiq and Max Bazerman

Citation:
Rafiq, Sana, and Max Bazerman. "Pay-for-Monopoly? An Assessment of Reverse Payment Deals by Pharmaceutical Companies." Journal of Behavioral Economics for Policy 3, no. 1 (2019): 37–43. View Details

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Working Paper | 2019

Redirecting Rawlsian Reasoning toward the Greater Good

Joshua D. Greene, Karen Huang and Max Bazerman

Citation:
Greene, Joshua D., Karen Huang, and Max Bazerman. "Redirecting Rawlsian Reasoning toward the Greater Good." Working Paper, 2019. View Details

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Working Paper | 2019

Veil-of-Ignorance Reasoning Favors the Greater Good

Karen Huang, Joshua D. Greene and Max Bazerman

The “veil of ignorance” is a moral reasoning device designed to promote impartial decision-making by denying decision-makers access to potentially biasing information about who will benefit most or least from the available options. Veil-of-ignorance reasoning was originally applied by philosophers and economists to foundational questions concerning the overall organization of society. Here we apply veil-of-ignorance reasoning in a more focused way to specific moral dilemmas, all of which involve a tension between the greater good and competing moral concerns. Across six experiments (N = 5,785), three pre-registered, we find that veil-of-ignorance reasoning favors the greater good. Participants first engaged in veil-of-ignorance reasoning about a specific dilemma, asking themselves what they would want if they did not know who among those affected they would be. Participants then responded to a more conventional version of the same dilemma with a moral judgment, a policy preference, or an economic choice. Participants who first engaged in veil-of-ignorance reasoning subsequently made more utilitarian choices in response to a classic philosophical dilemma, a medical dilemma, a real donation decision between a more vs. less effective charity, and a policy decision concerning the social dilemma of autonomous vehicles. These effects depend on the impartial thinking induced by veil-of-ignorance reasoning and cannot be explained by a simple anchoring account, probabilistic reasoning, or generic perspective-taking. These studies indicate that veil-of-ignorance reasoning may be a useful tool for decision-makers who wish to make more impartial and/or socially beneficial choices.

Keywords: policy-making; procedural justice; Ethics; Decision Making; Fairness;

Citation:
Huang, Karen, Joshua D. Greene, and Max Bazerman. "Veil-of-Ignorance Reasoning Favors the Greater Good." Working Paper, July 2019. View Details

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Consumer Research for Consumers

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