Dodge 1996

Consumer transgressions in the marketplace: Consumers' perspectives

A national sample of 532 consumers was assessed on 15 different scenarios that reflect questionable behaviors by consumers. The results indicate that consumers are ethically predisposed as they generally express little tolerance for behavioral transgressions on the part of the customer. Factor analysis identified two latent dimensions for the scenarios: direct economic consequences and indirect economic consequences. Respondents expressed greater intolerance of those actions that comprise the indirect economic consequences factor. One-way analysis of variance identified several instances where age, gender, education, and income were related to specific responses. © 1996 John Wiley & Sons, Inc.

Interesting article in the sense that it moves slightly away from Vitell and uses Fullerton 1996 situations.
The end result is slightly bizarre in that the consumers are more questionning of indirect than direct economic-consequences.
Good critique of methods used - why use a likert scale, why some consumers may give more extreme answers.