Moral disengagement of hotel guest negative WOM: moral identity centrality, moral awareness, and anger

Hongwei He, Lloyd Harris

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29 Citations (Scopus)
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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.
Original languageEnglish
Pages (from-to)132–151
Number of pages20
JournalAnnals of Tourism Research
Volume45
Early online date24 Jan 2014
DOIs
Publication statusPublished - Mar 2014

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Keywords

  • moral identity
  • service failure
  • moral disengagement
  • moral awareness
  • anger
  • consumer revenge

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