Authentically, proudly ethical

2020 ◽  
Vol 54 (2) ◽  
pp. 351-379 ◽  
Author(s):  
Felix Septianto ◽  
Fandy Tjiptono ◽  
Denni Arli
Keyword(s):  
Unethical Behavior ◽  
Experimental Studies ◽  
Underlying Mechanism ◽  
Consumer Acceptance ◽  
Behavioral Measure ◽  
Future Research ◽  
Content Type ◽  
Serial Mediation ◽  
Moral Decoupling ◽  
Authentic Pride

Purpose Prior research suggests that consumers can engage in moral decoupling by separating their judgments of morality from their judgments of performance. Hence, they might rationalize the benefits of unethical behavior without condoning the behavior itself. This paper aims to study how a discrete positive emotion, such as authentic pride, can mitigate moral decoupling. Design/methodology/approach Using three experimental studies, this research investigates and tests the underlying mechanism driving authentic pride, its effects and its key moderator. The results are analyzed using ANOVAs, regression-based serial mediation and moderated mediation analyses. Findings The results show that authentic pride decreases consumer acceptance of unethical behavior across different contexts, including purchase intentions for unethically manufactured products (Study 1), evaluations of the corporate social responsibility activities of a tobacco company (Study 2) and acceptance of questionable consumer behavior in daily situations (Study 3). Research limitations/implications This research explores attitudes and behavioral intentions as dependent variables. It would thus be of interest for future research to examine a behavioral measure. Practical implications Given the potential problems of moral decoupling among consumers, marketers can devise effective strategies to reduce this problem using authentic pride appeals. Originality/value This research demonstrates how authentic pride can decrease consumer acceptance of unethical behavior. More importantly, this research enriches our understanding of the underlying mechanism driving the influence of authentic pride such that it increases the belief in a just world, which in turn lowers moral decoupling (a serial mediation).

The interactive effect of insight and cuteness in driving purchase likelihood: a lay belief of creativity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Felix Septianto ◽  
Rokhima Rostiani ◽  
Widya Paramita
Keyword(s):  
New Products ◽  
Interactive Effect ◽  
Experimental Studies ◽  
New Product ◽  
Underlying Mechanism ◽  
Content Type ◽  
Narrative Study ◽  
Managerial Implications ◽  
Purchase Likelihood

PurposeWhile new product introductions can potentially promote growth and benefit for brands, it remains unclear how marketers can develop effective communication strategies to increase the chance of success for new products. The present research investigates the role of cuteness in leveraging the effectiveness of a narrative emphasizing an insight versus an effort in this regard.Design/methodology/approachThis research presents two experimental studies. Study 1 examines the moderating role of cuteness on the likelihood of purchasing a new product featuring an insight-based (vs effort-based) narrative. Study 2 extends the findings of Study 1 using different stimuli and establishes the underlying mechanism.FindingsResults show that when a cuteness appeal is present, an insight-based (vs effort-based) narrative will lead to a higher purchase likelihood. However, these differences do not emerge when a cuteness appeal is absent (a control condition). Further, perceived brand creativeness will mediate this effect.Originality/valueThe findings of this research contribute to the literature on lay belief of creativity, cuteness, and product narrative, as well as managerial implications on how to promote new products.

To be or not to be equal: the impact of pride on brands associated with dissociative out-groups

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yue Lu ◽  
Zhanqing Wang ◽  
Defeng Yang ◽  
Nakaya Kakuda
Keyword(s):  
Design Methodology ◽  
Negative Impact ◽  
Important Determinant ◽  
Social Groups ◽  
Underlying Mechanism ◽  
Brand Attitudes ◽  
Content Type ◽  
The Impact ◽  
Authentic Pride ◽  
Practical Implications

Purpose Brands are increasingly reflecting social values, and many brands have begun to embrace equality and inclusivity as a marketing strategy. Accordingly, consumers are increasingly being exposed to brands associated with different social groups. This paper aims to examine how consumers who have experienced pride respond to brands associated with dissociative out-groups. Design/methodology/approach Four studies were conducted. Study 1 tested the basic effect of how the experience of different facets of pride affects consumers’ brand attitudes toward a brand associated with a dissociative out-group. Studies 2 and 3 examined the underlying mechanism of consumers’ psychological endorsement of egalitarianism using both mediation and moderation approaches. Study 4 derived implications of our findings for marketers. Findings The results show that consumers respond differently to a brand associated with a dissociative out-group based on the facets of pride they experience. When consumers experience authentic (vs hubristic) pride, they exhibit a more favorable attitude toward the brand associated with the dissociative out-group. This is because authentic (vs hubristic) pride increases consumers’ psychological endorsement of egalitarianism, which enhances consumers’ brand attitudes toward the brand associated with the dissociative out-group. Practical implications The findings suggest that brand managers should think about ways to elicit consumers’ authentic pride to minimize the potential backlash from consumers when promoting equality and inclusivity in their brand communications, particularly when such communications contain cues of dissociative out-groups. Originality/value This paper contributes to the branding literature by identifying pride as an important determinant that can help brands overcome the negative impact of dissociative out-groups on consumers’ brand reactions, enriches the literature on pride by documenting a novel effect of the two facets of pride on consumer behavior and extends the literature of egalitarianism by demonstrating pride as a driver of consumers’ psychological endorsement of egalitarianism.

Mixed emotional appeal enhances advertising effectiveness of pro-environmental luxury brands: the mediating role of cognitive flexibility

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kaushalya Nallaperuma ◽  
Felix Septianto ◽  
Argho Bandyopadhyay
Keyword(s):  
Cognitive Flexibility ◽  
Experimental Studies ◽  
Underlying Mechanism ◽  
Advertising Effectiveness ◽  
Luxury Brands ◽  
Content Type ◽  
Mixed Emotions ◽  
Mediating Role ◽  
Emotional Appeal ◽  
Emotional Appeals

PurposeThe concepts of luxury and pro-environment may be viewed as being in contradiction with each other. Consequently, it is unclear how to promote pro-environmental luxury brands. The present research seeks to develop effective advertising strategies for pro-environmental luxury brands by employing mixed emotional appeals.Design/methodology/approachTwo experimental studies were conducted to test two hypotheses. Study 1 examines the effects of mixed emotions (happiness and sadness vs. happiness alone) on intentions to purchase a pro-environmental luxury product. Study 2 replicates the findings of Study 1 using a different product and extends it by establishing the underlying mechanism.FindingsThe results reveal that an advertisement featuring mixed emotions of happiness and sadness (vs. happiness alone) enhances intentions to purchase a pro-environmental luxury product. Further, the effect is mediated by cognitive flexibility.Originality/valueThe present research tests a novel perspective on how mixed emotional appeals can leverage the advertising effectiveness of pro-environmental luxury brands.

The matching effect of anthropomorphized brand roles and product messaging on product attitude

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yuanqiong He ◽  
Qi Zhou ◽  
Shuojia Guo ◽  
Jie Xiong
Keyword(s):  
Boundary Conditions ◽  
Experimental Studies ◽  
Underlying Mechanism ◽  
Mediation Effect ◽  
Processing Fluency ◽  
Mechanism Study ◽  
Matching Effect ◽  
Content Type ◽  
Construal Levels ◽  
Peripheral Locus

PurposeThis study aims to investigate the construal congruence of anthropomorphized brand roles and product messaging and its underlying mechanism on consumers' product attitude.Design/methodology/approachFour experimental studies were conducted to test the hypotheses. Study 1 investigated the framing effect of anthropomorphized brand roles (servant vs partner) in consumers' minds. Study 2 examined the matching effect of anthropomorphized brand roles and product messaging on product attitude. 132 students were randomly assigned to a 2 (anthropomorphized roles: servant vs partner) × 2 (product messaging: higher-level construal vs lower-level construal) between-subject factorial design. Study 3 tested the mediation effect of processing fluency underlying the construal congruence mechanism. Study 4 replicated the results of study 3 and further examined the boundary conditions by introducing product innovation locus as a moderator. A total of 218 students were randomly assigned to a 2 (anthropomorphized role: servant vs partner) × 2 (product messaging: higher-level construal vs lower-level construal) × 2 (innovation locus: core innovation vs peripheral locus) between-subjects design experiment.FindingsThe results demonstrate that a construal match between product messaging and anthropomorphized brand roles –anthropomorphized “servant” with higher-level construal messaging and anthropomorphized “partner” with lower-level construal messaging – can positively influence consumers' attitude via enhanced processing fluency. Furthermore, this construal matching effect on product attitude is moderated by the innovation locus of the product.Practical implicationsThis study reveals that anthropomorphized brand roles with compatible product messaging in the associated construal levels lead to more favorable product attitudes. Furthermore, the matching effect of anthropomorphized brand roles and product messaging is stronger for products with peripheral innovation than with core innovation.Originality/valueOur study contributes to the literature in two ways. First, it provides new insights into the construal matching effect of anthropomorphized brand roles and product messaging. Second, it investigates the boundary conditions of the above-mentioned construal fit mechanism.

Cultivating creative workplaces through mindfulness

2019 ◽  
Vol 32 (1) ◽  
pp. 15-31 ◽  
Author(s):  
Ellen Keithline Byrne ◽  
Tojo Thatchenkery
Keyword(s):  
Treatment Group ◽  
Comparison Group ◽  
Small Sample Size ◽  
Experimental Studies ◽  
Small Sample ◽  
Mindfulness Training ◽  
Laboratory Research ◽  
Future Research ◽  
Sample Population ◽  
Content Type

Purpose The purpose of this paper is to examine how mindfulness training impacts creativity with individuals in a workgroup and propose a methodology for future research. Design/methodology/approach The methodology developed drew on existing laboratory-based research and applied those designs in a real-world application. The sample participants were from a mid-sized real estate firm that included ten realtors and support staff, six in the treatment group and four in the comparison group. The study took place over 16 weeks where pre-test and post-test mindfulness and creativity assessments were administered. A five-week mindfulness training was conducted with the treatment group and following the post-tests with the comparison group. Findings Results indicated that the mindfulness training positively impacted creativity in the moment and over time. There was evidence that the mindfulness training positively impacted an individual’s level of attention and awareness in daily activities which is likely to influence creative outcomes in organizational settings. Research limitations/implications This study shows that it is possible to design experimental studies in work settings and contribute to the empirical research about mindfulness despite the widely held perception about scarcity of time and lack of access to do such research. The findings also build on existing literature and address some of the gaps in current research. The most notable limitation relates to the small sample size. Practical implications The finding affirms that even a short but consistent practice of mindfulness in organizations can lead to a measurable increase in creativity. Originality/value This empirical study adds value to existing literature by expanding laboratory-based methodology to a practical application. One of the unique aspects of this research relates to the sample population. This research was conducted with an intact workgroup and translates the insights gained from laboratory research to a potential benefit for an organization by applying a version of this methodology to enhance its workgroup creativity.

Can vague brand slogans promote desirable consumer responses?

2014 ◽  
Vol 23 (4/5) ◽  
pp. 282-294 ◽  
Author(s):  
David Strutton ◽  
Widyarso Roswinanto
Keyword(s):  
Content Analysis ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Brand Attitude ◽  
Future Research ◽  
Word Count ◽  
Content Type ◽  
Consumer Responses ◽  
Brand Recall ◽  
Definition Of

Purpose – This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans on various consumer responses. Design/methodology/approach – A content analysis study was conducted to explore the pattern of vagueness in advertising slogans from 1,441 consumer-oriented brands. Based on the resultant delineation/definition of vagueness, two experimental studies followed. Vignette advertising slogans were manipulated to achieve different level of vagueness. The initial 2 × 2 factorial between subjects design engaged vagueness level of brand slogans and consumers’ need for cognition as factors. Brand recall functioned as the dependent variable. The second experiment featured another 2 × 2 factorial design that used vagueness level and length of brand slogan as factors. Brand attitude, persuasiveness and purchase intention functioned as dependent variables. Findings – Vagueness level of advertising/branding slogans did not significantly affect brand recall. Interactions between vagueness level and length of advertisement slogans exercised significant effects on evoked thought, brand attitude and persuasiveness but not on purchase intention. At net, this study generated original theoretical and managerial insights about how and why desirable branding outcomes can be generated by managing the vagueness and word count of brand slogans, and a platform from which future research on this topic could be based. Research limitations/implications – First, the sample was limited to the southwestern USA. Second, in the slogan vignettes that were used, other cues were deliberately eliminated. A brand slogan essentially devoid of other cues may have been perceived as less realistic by respondents, thus reducing the relevance of their responses. However, a similar tradeoff always exists between more realistic states and controlled conditions. Practical implications – This study produces original theoretical and managerial insights about how and why several desirable branding outcomes are likely to result when vague, rather than precise, advertising slogans are deployed under certain manageable conditions. Each insight just referenced ensues from a study that itself was grounded in an extensive content analysis of contemporary print advertising slogans. This content analysis generated a substantial amount of practical and actionable insight about the treatment and use and management of slogans. This study demonstrates that the vagueness, precision and/or word count of slogans can be manipulated in ways that yield three communication outcomes that redound directly to the marketing interests of brand and advertising managers. Originality/value – The findings provide unique insight into how vagueness level of advertising slogans can be managed and how such a level can affect consumers’ perceptions.

I am ugly, but I am tender: the dominance of moral character and warmth

2018 ◽  
Vol 8 (2) ◽  
pp. 153-176
Author(s):  
Joseph W. Chang
Keyword(s):  
Experimental Studies ◽  
Moral Character ◽  
Negative Influence ◽  
Thinking Styles ◽  
Future Research ◽  
Moral Intuitions ◽  
Content Type ◽  
Brand Evaluations ◽  
Culture Characteristics ◽  
The Impact

Purpose The purpose of this paper is to investigate the dominance of athlete endorser characteristics (i.e. moral character vs warmth) on athlete endorser perception and the influence of tarnished athlete endorsers (i.e. immoral character vs coldness) on brand evaluations from the perspectives of perceiver characteristics, including dispositional tendency, innate moral intuitions, and self-location (SL). Design/methodology/approach This research consists of three experimental studies with 135, 72, and 91 participants, respectively. Study 1 compared the dominance of moral character and warmth on athlete endorser perception. Study 2 examined the impact of perceiver characteristics on the cause-and-effect relationship between tarnished athlete endorsers (i.e. immoral character vs coldness) and brand evaluations. Study 3 investigated the cross-cultural generalizability of the US-based research findings in Study 2 for Indians. Findings Moral character is more influential than warmth on athlete endorser evaluations. Tarnished athlete endorsers with immoral character exert more negative influence than tarnished athlete endorsers with coldness characteristic on brand evaluations. Except for dispositional tendency, innate moral intuitions and SL moderate brand evaluations. Endorser and perceiver characteristics yield asymmetric patterns of influence on Americans’ and Indians’ brand evaluations. Research limitations/implications Future research is needed to verify the causal effects of thinking styles on the relationship between tarnished athlete endorsers and brand evaluations. Practical implications The determination of endorsement continuity has to jointly consider the characteristics of endorsers, perceivers, and cultures. Originality/value This research contributes to the endorsement research by advancing the research scopes of athlete endorser, perceiver, and culture characteristics.

Vouching for childcare assistance with two quasi-experimental studies

2014 ◽  
Vol 29 (8) ◽  
pp. 994-1008 ◽  
Author(s):  
Nicole L. Gullekson ◽  
Rodger Griffeth ◽  
Jeffrey B. Vancouver ◽  
Christine T. Kovner ◽  
Debra Cohen
Keyword(s):  
Field Study ◽  
Social Exchange ◽  
Employee Performance ◽  
Small Sample Size ◽  
Experimental Studies ◽  
Small Sample ◽  
Health Care Facilities ◽  
Future Research ◽  
Content Type ◽  
Assistance Programs

Purpose – Human resource management (HRM) practices are implemented to improve outcomes, such as reducing turnover, absenteeism, and improving performance. Using social exchange theory (SET), the purpose of this paper is to examine one HRM practice that has received less attention by researchers: employer-sponsored childcare assistance programs. Design/methodology/approach – Study 1 – a field study compared three groups of hospital employees’ (n=148) attitudes and behaviors using MANCOVA/ANOVA over two time periods. Study 2 – using a field study, on-site and voucher childcare assistance programs were evaluated in terms of the cost to the organization and the relationship to attitudinal variables. Findings – Study 1 – results indicated that employee performance was higher and absenteeism lower for employees using the on-site childcare center than employees using an off-site center or with no children. Although the attitudinal results did not align with hypotheses, they were not inconsistent with SET. Study 2 – results indicate that childcare assistance programs may be a beneficial HRM practice for organizations to implement. Research limitations/implications – One limitation of Study 1 is the small sample size. Future research should continue to examine how employee benefits like childcare programs affect employees, as well as examine how such benefits differentially employees who value and do not value the benefits. In Study 2, although the authors randomly selected the sample of on-site and voucher programs, the health care facilities self-selected themselves to participate in the program and selected the type of childcare program, a potential source of bias. Future research should examine childcare assistance programs and their impact on work-family balance and strain-based conflict in a wider variety of samples. Practical implications – Implications for research and practice: Both studies offer researchers a “next step” in the evaluation of childcare assistance research. Additionally, these studies are of practical value to administrators/researchers in organizations who may be considering vouchers or on-site programs as they relate such programs to organizational outcomes. Originality/value – The first study is one of the few studies on this topic to use a field design with two time points and with multiple behaviors and attitudes. The second study provides a descriptive comparison of two types of childcare assistance programs, a comparison made by few studies to date.

The interplay of social responsibility consciousness and evaluation mode in consumers’ response toward cause-related marketing-enhanced product

2019 ◽  
Vol 32 (8) ◽  
pp. 1651-1674
Author(s):  
Eun Young Park ◽  
Jung Min Jang
Keyword(s):  
Social Responsibility ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Presentation Mode ◽  
Future Research ◽  
Price Fairness ◽  
Content Type ◽  
Cause Related Marketing ◽  
Evaluation Mode ◽  
The Impact

Purpose The purpose of this paper demonstrate that purchase intention toward a cause-related marketing (CRM)-enhanced product can be positively correlated with consumers’ social responsibility consciousness (SRC) and can be increased or decreased merely by changing the evaluation mode. Design/methodology/approach The authors conduct three experimental studies with two levels of SRC (high vs low) × two evaluation modes (joint evaluation (JE) vs separate evaluation (SE)) between-subjects design. The dependent variable is purchase intent toward the CRM-enhanced product. Findings The results indicate that consumers with high SRC are more likely than those with low SRC to purchase a CRM-enhanced product when two products are presented side by side (JE). However, consumers’ SRC level does not impact purchase intention when they see only one product (SE) independently (Study 1). The authors confirm that the proposed effect is mediated by perceived price fairness toward the product (Studies 2 and 3). Research limitations/implications Future research on CRM-enhanced products should carefully consider that the impact of individuals’ SRC level was in very different directions depending on the evaluation mode. In addition, further investigation is needed to address generalizability issues regarding samples and hypothetical stimuli. Practical implications These findings offer recommendations to help practitioners design effective marketing communications about CRM practice for target markets. Originality/value To the authors best knowledge, the current study is the first attempt to explore the crucial role of SRC, presentation mode and their interaction on purchase intention toward CRM-enhanced products.

Goal specificity or ambiguity? Effects of self-quantification on persistence intentions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Haijiao Shi ◽  
Rong Chen
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Tracking System ◽  
Experimental Studies ◽  
Underlying Mechanism ◽  
Conflict Theory ◽  
Content Type ◽  
Goal Specificity ◽  
Negative Effect ◽  
Personal Performance

PurposeThe current study implies self-quantification to consumer behavior and investigates how self-quantification influences consumers' persistence intentions, then indicates the underlying mechanism and examines the role of sharing in social media context.Design/methodology/approachThe hypotheses are tested by three experimental studies. In study 1, the authors test the main effect of self-quantification on persistence intentions and demonstrate goal specificity as the mediator. In study 2 and 3, the authors explore sharing and sharing audience as the moderators.FindingsThe current research demonstrates that quantifying personal performance increases consumers' persistence intentions because self-quantification makes the focal goal more specific. However, sharing self-quantification performance with others has a negative effect on the relationship between self-quantification and persistence intentions. Building on goal conflict theory, sharing diverts consumers' focus away from the goal itself and toward others' evaluation and judgment, which makes the focal goal more ambiguous. Moreover, the negative effect depends on who is the sharing audience. When consumers share with close others who hold a similar goal with them, the negative effect of sharing is dramatically reversed.Practical implicationsThe present research offers guidelines to managers about how to design self-tracking system to increase user's engagement and how to establish social community on social media platform to motivate users' goal pursuit.Originality/valueThis study contributes to the research of self-quantification from consumer behavior perspective. It also enriches interactive marketing literature by broadening self-quantification relevant research from social interaction dimension.

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