Wilkes 1978

FRAUDULENT BEHAVIOR BY CONSUMERS

The article examines U.S. consumer attitudes towards fraudulent consumer behavior and considers some reasons for its increase. The article presents the results of a field study assessing consumer attitudes about the seriousness of fraudulent behavior and rationale for consumer dishonesty. The article discusses the aspects of fraudulent behavior studied, the difference in attitudes and behavior, consumer thoughts on appropriate responses to fraud, and the rationale for dishonesty. Several charts illustrating data results are presented. The article concludes that many consumers fail to take consumer fraud seriously and calls for additional research on consumer social and cultural values.
The article examines U.S. consumer attitudes towards fraudulent consumer behavior and considers some reasons for its increase. The article presents the results of a field study assessing consumer attitudes about the seriousness of fraudulent behavior and rationale for consumer dishonesty. The article discusses the aspects of fraudulent behavior studied, the difference in attitudes and behavior, consumer thoughts on appropriate responses to fraud, and the rationale for dishonesty. Several charts illustrating data results are presented. The article concludes that many consumers fail to take consumer fraud seriously and calls for additional research on consumer social and cultural values.

You can tell this is a seminal work - quite basic, and focuses very much on the 'fraud' side of things
Does however provide a great list of situations which led to MVQ.
Very applied and goes as far as providing suggested solutions to the problem of fraud.