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

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Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment (2016, background): “A social-cognitive model of moral identity-based motivation recognizes the joint effect of situational factors and moral identity centrality on moral behaviour (Aquino et al., 2009; He and Harris, 2014).”
Assessing tourists' cognitive, emotional and behavioural reactions to an unethical destination incident (2016, background): “Indeed, the findings of a study by He and Harris (2014) imply that providing tourists who have spread negative WOM online with a convincing rationale or a humorous excuse can actually increase the likelihood of them revisiting a destination.”