Across four studies, including one involving an actual monetary decision, the authors demonstrate that forming a product consideration set by excluding versus including alternatives induces consumers to place more weight on ethical attributes, such as company labor practices and animal testing....

n five studies, we measured the extent to which subjects weight moral product attributes in different response modes. We found that nonprice judgments such as likelihood of purchase ratings were more reflective of expressed moral attitudes than were pricing responses, and that holistic price...