Deviant consumer behaviour has the ability to diminish an organisations image, affect an organisations employees and other consumers (Dootson et al., 2018).
There are laws in place stating the implications of shoplifting, however, it still does not stop consumers from performing such an act (Daunt & Harris 2012). Consumers are well aware supermarkets like Coles have installed cameras and security guards, but they would still go ahead with violating the policies of Coles (Daunt & Harris 2012). While the implementation of self-serve checkouts have created a positive experience for most, this has promoted the opportunity for some to intentionally skip items when scanning (Solomon 2019).
Jager (2013) researched Australia had lost $112 billion as a result of consumers shoplifting a product, and returning it back to that store requesting a refund. This is known as a fradulent refund (Jager 2013). Where an organisation accepts high volumes of fradulent refunds, this could increase even more through word of mouth by that consumer. They may mention it to a friend how easy it was to get away with it, encouraging others to do the same. By time the organisation catches onto it, they may have already lost a high amount of revenue.
So why is it that consumers are willing to take on the risks of shoplifting, even though they are aware of the consequences?
The emotions of a consumer have been researched to be a factor in creating an ethical or unethical decision (Singh 2018). Those who have a sense of fear think about the moral implications of their actions (Singh 2018). Consumers who are in an angry state of mind tend to carry out unethical behaviours (Singh 2018). Therefore, a consumer may have morals but can disregard them depending on their state of mind.
As a consumer, it is important we understand our emotions. If they are telling us to be unethical, we need to remind ourselves of the consequences.
Daunt, K. L., & Harris, L. C. (2012). Motives of dysfunctional customer behavior: An empirical study. Journal of Services Marketing, 26(4), 293–308.
Dootson, P., Johnston, K.A., Lings, I. and Beatson, A., 2018. Tactics to deter deviant consumer behavior: a research agenda. Journal of Consumer Marketing, 35(6), pp.577-587.
Inside Retail Australia, image, 2018, viewed 15 March 2019
<https://www.insideretail.com.au/news/more-than-100-shoplifters-arrested-in-sydney-201812>
Singh, J.J., Garg, N., Govind, R. and Vitell, S.J., 2018. Anger Strays, Fear Refrains: The Differential Effect of Negative Emotions on Consumers’ Ethical Judgments. Journal of Business Ethics, 151(1), pp.235-248.
Solomon, M, 2019, Consumer behaviour: buying, having, being, 4th edn, Pearson, Melbourne VIC
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