ORCID Profile
0000-0002-7487-761X
Current Organisations
Universitas Airlangga
,
University of Queensland
Does something not look right? The information on this page has been harvested from data sources that may not be up to date. We continue to work with information providers to improve coverage and quality. To report an issue, use the Feedback Form.
In Research Link Australia (RLA), "Research Topics" refer to ANZSRC FOR and SEO codes. These topics are either sourced from ANZSRC FOR and SEO codes listed in researchers' related grants or generated by a large language model (LLM) based on their publications.
Marketing Communications | Marketing Management (incl. Strategy and Customer Relations) | Consumer-Oriented Product or Service Development | Marketing
Marketing | Expanding Knowledge in Commerce, Management, Tourism and Services | Consumption |
Publisher: Emerald
Date: 14-11-2016
DOI: 10.1108/APJML-11-2015-0182
Abstract: The purpose of this paper is to explore the effect of musical tempo on consumer choice of tea in different temperatures. Across two studies, participants were asked to listen to several musical stimuli with different tempi (i.e. slow or fast). Then, they were asked to evaluate and choose one drink (i.e. iced tea or hot tea). Results suggest that consumers who listen to fast (slow) tempo music are more likely to choose iced (hot) tea. This effect is robust across different musical modes (i.e. major or minor) (Study 1). However, this musical tempo effect is attenuated when the participants are aware that the music they listened to can influence their judgments (Study 2). This research is an exploratory study. Thus, further examinations are needed to fully understand the underlying mechanism of this effect. Nonetheless, this research provides an initial evidence of the mediator of this effect. This research explores how different musical tempi can influence consumer choice of hot or iced tea. Thus, this research adds understanding on how auditory cues (e.g. musical stimuli) can influence consumer choice of other food and drink variables (e.g. temperature).
Publisher: Frontiers Media SA
Date: 05-09-2023
Publisher: Wiley
Date: 04-2023
DOI: 10.1111/JOCA.12521
Abstract: Mindfulness is emerging as a contemplative tool that may positively influence consumers' preference for virtue food, thus supporting health and well‐being. However, it remains unclear which consumer groups may benefit the most from mindfulness. Previous research has demonstrated that consumers who experienced unpredictable environments in low socioeconomic households as children exhibit the likelihood of an adaptive chronic preference for vice food. Against this backdrop, the current research explores how mindfulness can support consumers who experienced low socioeconomic environments as children and further sheds light on the psychological mechanism, reduced impulsivity, for increased virtue food choice. This effect is tested across different manipulations of mindfulness and virtue food contexts. The research also introduces the unique mindfulness intervention of object visualization for helping stabilize the present‐moment for consumers. Overall, the findings show that mindfulness may be a potential solution to impulsivity and increase preference for virtue food, supporting consumers in health and well‐being.
Publisher: Elsevier BV
Date: 06-2020
Publisher: Wiley
Date: 29-06-2021
DOI: 10.1002/MAR.21535
Abstract: In iduals have a tendency to push back against threats and impositions from others that impinge on their perceived freedom. This issue is prevalent among issues with directive messages especially those in social marketing, such as responsible drinking messages. The current research investigates the potential role of gratitude in increasing in iduals' willingness to comply with a responsible drinking message. Across four experimental studies, the present research shows that gratitude, as compared with pride and a neutral condition, is more effective in increasing the willingness to comply with the message. Specifically, our research demonstrates that gratitude reduces the psychological reactance evoked by the responsible drinking message, thereby enhancing the effectiveness of the message. The findings of this study can benefit social marketers and policymakers by highlighting the potential benefits of positive emotions to promote well‐being behaviors.
Publisher: Elsevier BV
Date: 09-2018
Publisher: SAGE Publications
Date: 09-03-2021
Abstract: Although prior research acknowledges the significant role of emotions in response to corporate social irresponsibility (CSI), such research typically examines emotions as mediators that explain how consumers respond to CSI. The present research tests a novel perspective by examining how the expression of anger (vs. sadness) in a company’s apology can influence consumer responses following CSI. Across two experimental studies in different CSI contexts, this research demonstrates that a company’s expression of anger (vs. sadness) enhances consumers’ perceived competence of the company, leading to higher purchase intentions. Furthermore, consumers’ mindset acts as a boundary condition such that the effect is attenuated among consumers with a growth (but not fixed) mindset. Thus, the findings of these studies have important theoretical and practical implications for the CSI literature.
Publisher: Springer Science and Business Media LLC
Date: 23-05-2023
Publisher: Elsevier BV
Date: 11-2021
Publisher: Wiley
Date: 02-05-2023
DOI: 10.1111/JOCA.12531
Abstract: The present paper systematically investigated the effectiveness of utilizing severe or disgusting, imagery, and the moderating effect of social closeness within non‐profit health charity advertising appeals. Across three experiments, we found an interaction effect, whereby donations increased when severe images were shown, but only when high social closeness was also highlighted. Conversely, severe imagery reduced donations in the low social closeness condition, when participants were not prompted to think of their family. Despite the popularity of using severe imagery within charity advertising, our findings suggest that severe images should be used with caution in health charity marketing. Investigating the underlying mechanisms, we found that empathy (disgust) underlies the increase (decrease) of donation when severe imagery was used in a high (low) social closeness condition. Furthermore, we ruled out anger and perceived responsibility as competing moderators for these effects to verify whether other positive and negative emotions had similar effects.
Publisher: Emerald
Date: 20-12-2019
Abstract: This paper aims to investigate how to improve the effectiveness of charitable advertising by matching emotional appeal (happy-faced vs sad-faced beneficiary) and message framing (recognition vs request) within advertising messages. Two experiments examining real donation allocations were conducted. Study 1 established the “match-up” effect between advertising image and message. Study 2 replicated the findings of Study 1 as well as testing the mediating role of hope and sympathy. The authors provide empirical evidence that consumers allocate a greater donation amount to a charity when they see an image of a sad-faced child combined with a request message (e.g. “please donate”), or an image of a happy-faced child combined with a recognition message (e.g. “thank you”). Notably, these effects are mediated by the emotions of hope and sympathy, respectively. This research highlights the importance of matching images of beneficiaries with the appropriate advertising copy. Depending on whether a charity seeks to position itself in a positive perspective to evoke hope, or alternatively, portray itself in relation to a sadder landscape that elicits sympathy, the respective choice of recognition or request messages can help boost donation outcomes. Charities and non-profit organizations can develop more effective charitable advertising by purposively matching specific emotional appeals and message framings when designing advertisements. The research illustrates a novel mechanism that shows when and how combining image and message can influence the effectiveness of charitable advertising.
Publisher: Elsevier BV
Date: 07-2023
Publisher: Springer Science and Business Media LLC
Date: 03-01-2021
Publisher: Springer Science and Business Media LLC
Date: 10-09-2014
Publisher: Informa UK Limited
Date: 20-10-2021
Publisher: Emerald
Date: 09-07-2021
Abstract: This paperaims to investigate a novel expectation by examining how framing a company as its constituent members (members frame) versus an organization (organization frame) can influence consumer evaluations of a product or service from this company. Four studies were conducted examining the effectiveness of an organization (vs members) frame in a between-subjects experimental design (a pilot study, Studies 1a, 1b and 2). Study 2 also tested the moderating role of donation strategies (amount-focused vs frequency-focused). Results show a members (vs organization) frame leads to a higher purchase likelihood of a product from a company engaging in corporate donations. Further, this framing effect is mediated by increased levels of consumers’ perceptions about how committed the company is to the cause and the emotion of moral elevation in response to the company’s corporate donations. Moreover, this effect is moderated when the company uses a frequency-based (vs amount-based) donation strategy. This research contributes to the literature on message framing by demonstrating how the same information about a company may lead to differential effects on consumer evaluations, depending on whether the company is framed as its constituent members versus an organization. This paper presents significant managerial implications for small companies, in which the owner is the company, about how they can effectively communicate corporate donations to the consumers. This research provides a novel perspective on how the same information about a company may lead to differential effects on consumer evaluations, particularly in the context of corporate donations.
Publisher: Emerald
Date: 02-11-2022
Abstract: Nonprofit organizations face challenges recruiting volunteers for morally important activities that may generate fear, such as firefighting, aid work and delinquent counseling. The purpose of this study is to examine how voluntary organizations can instill the virtue of courage among potential volunteers and motivate them to participate in such activities. Three experimental studies examined how fear, hope and courage relate to the likelihood of volunteering. Study 1 investigated how integral hope (hope related to the context, i.e. hope emanating from volunteering activities) and incidental hope (hope unrelated to the context, i.e. a general hopeful feeling) affect volunteering intentions when there is low vs high fear. Study 2 examined whether courage mediated the effects of hope on volunteering intentions when there is low vs high fear. Study 3 replicated the findings in a different volunteering context. Integral hope (but not incidental hope) in the face of high fear generates courage leading to intentions to volunteer. Both integral hope and incidental hope motivate volunteering intentions through positive affect (but not through courage) in low fear contexts. The hypothetical volunteering scenarios and the gender distribution in the s les restrict the external validity of the findings. Family background in volunteering was not controlled for. Moral courage, physical courage and psychological courage were not separately measured. Nonprofit organizations recruiting volunteers for risky voluntary activities that induce high fear should use integral hope in their marketing communications to instill courage among potential volunteers. For voluntary activities that are not very risky and generate low levels of fear among potential volunteers, nonprofit organizations can recruit volunteers through communications that use either integral hope or incidental hope. This research shows that hope and fear are critical emotions in relation to courage – an essential virtue for volunteers. Courage is manifested when there is high fear and integral hope. Findings contribute to the research literatures on the marketing of volunteering and the moral psychology of courage.
Publisher: Elsevier BV
Date: 06-2019
Publisher: Emerald
Date: 09-05-2022
Abstract: This study aims to investigate how charitable advertising effectiveness in response to threat-based awe, an emotional response that typically arises in the presence of natural disasters, is likely to depend on the construal level. Three experimental studies were conducted to examine the positive and negative effects of threat-based awe on charitable advertising effectiveness. Further, the moderating role of construal level was tested and the underlying mechanisms established. Consumers who experience a high (vs low) level of threat-based awe donate more when evaluating a disaster-relief advertisement processed at a high construal level (e.g. when an advertisement is framed as a “why” message) but donate less when evaluating a disaster-relief advertisement processed at a low construal level (e.g. when an advertisement is framed as a “how” message). Further, the authors established two distinct mechanisms underlying these ergent effects. At a high construal level, consumers are driven by concern for others, whereas at a low construal level, consumers are driven by feelings of powerlessness. The present research contributes to the literature on how emotions influence charitable advertising effectiveness by establishing the ergent effects of threat-based awe and the moderating role of construal level. This paper offers managerial implications for nonprofits and charities in developing effective charitable advertising strategies in the context of natural disaster-relief c aigns. The present research provides a novel perspective on when and why threat-based awe, a unique emotion arising in the case of natural disasters, can lead to positive or negative effects on charitable advertising effectiveness.
Publisher: Wiley
Date: 26-04-2023
DOI: 10.1002/MAR.21821
Abstract: A significant barrier to the adoption of cultured meat is perceptions of the product as risky. Across three experimental studies, we show that scarcity appeals that are demand‐based constitute an effective strategy for promoting cultured meat because of their negative influence on perceptions of risk. In study 1, we show that a demand‐based scarcity appeal is more effective than a supply‐based scarcity appeal (or no scarcity appeal) for promoting cultured meat and that this effect is mediated by consumer perceptions of risk. In study 2, we show that the effect of the type of scarcity appeals on perceptions of risk is moderated by perceived naturalness. In particular, we show that demand‐based scarcity appeals are especially effective when targeted at consumers who consider cultured meat unnatural. In study 3, we retest our moderated mediation model and show that it is corroborated by employing new stimuli and measures. We contribute to the literature on factors that have a nuanced impact on the acceptance of cultured meat as well as to the academic literature on advertising appeals and social norms. Our findings also offer insights for managers on crafting marketing communications that reduce perceptions of risk associated with cultured meat.
Publisher: Elsevier BV
Date: 05-2020
Publisher: Elsevier BV
Date: 03-2020
Publisher: Routledge
Date: 30-06-2008
Publisher: Emerald
Date: 09-05-2022
Abstract: This study aims to examine how religiosity influences brand loyalty toward religiously positioned brands (Chick-fil-A, Forever 21, etc.) when these brands engage in morally controversial actions. Study 1 investigates how religiosity affects brand loyalty when religiously positioned brands engage in religiousness-related vs nonreligiousness-related morally controversial actions. Study 2 examines several psychological processes (reactance, forgiveness and moral decoupling) as mediators of the effects of intrinsic religiosity and extrinsic religiosity on brand loyalty for controversial religious brands. Study 1 demonstrates that religiosity leads to positive brand loyalty for religiously positioned brands in the case of both religiousness-related and nonreligiousness-related controversies. Study 2 reveals that intrinsic religiosity (extrinsic religiosity) leads to brand loyalty through moral decoupling and forgiveness, but not through reactance, when religious brands engage in religiousness-related (nonreligiousness-related) controversies. This research focuses on the effects of religiosity on brand loyalty for morally controversial religious brands but does not examine the effects of religious affiliation (Christianity, Islam, Hinduism, etc.). The s les include only US residents. Religious positioning of brands can engender brand loyalty for consumers with high levels of intrinsic religiosity and/or extrinsic religiosity, even when these brands engage in morally controversial actions. This research shows that religiosity affects brand loyalty for morally controversial religious brands and demonstrates that psychological processes used by consumers to justify support for morally controversial religious brands depend on type of religiosity (intrinsic vs extrinsic) and type of controversy (religiousness-related and nonreligiousness-related).
Publisher: Elsevier BV
Date: 12-2022
Publisher: Elsevier BV
Date: 11-2020
Publisher: Elsevier BV
Date: 03-2020
Publisher: Springer Science and Business Media LLC
Date: 10-09-2020
Publisher: WARC Limited
Date: 24-04-2020
DOI: 10.2501/JAR-2020-009
Publisher: Elsevier BV
Date: 2024
Publisher: Elsevier BV
Date: 05-2021
Publisher: SAGE Publications
Date: 02-2020
DOI: 10.1016/J.AUSMJ.2019.09.002
Abstract: This research investigates the role of emotion and message framing in stemming plastic consumption. Across three experimental studies examining consumer intentions, participation, and product choice, this research demonstrates that an image depicting plastic waste (vs. victims of plastic waste) elicits disgust (vs. sadness). Building on construal level theory, we show that an image of plastic waste is more effective in encouraging consumers to reduce their plastic consumption when combined with a “why” message (e.g., reasons to reduce plastic consumption). In contrast, an image portraying victims of plastic waste is more effective when presented with a “how” message (e.g., steps to reduce plastic consumption). The findings of this research highlight the importance of understanding discrete emotional responses to advertising images, especially in the context of reducing plastic consumption, and thus will benefit social marketers and policy makers.
Publisher: SAGE Publications
Date: 22-09-2021
DOI: 10.1177/18393349211046633
Abstract: The integration of sustainability within luxury brands is of increasing concern to practitioners and academics alike. Thus, it is important to consider how brands can develop effective communication strategies to promote sustainable luxury brands, particularly among an increasingly skeptical consumer base. This research thus investigates the impact of advertising slogans with negations (vs. affirmations) in this regard. Three experimental studies show that advertising slogans with negations (vs. affirmations) increase brand trustworthiness (Studies 1 and 3) and favorable brand attitudes (Studies 1 and 2) among consumers with high levels of skepticism. Notably, this effect is driven by an increased cognitive flexibility (Study 3). The findings of this research can assist sustainable luxury brand managers in developing effective communication strategies to increase favorable consumer responses to sustainable luxury brands.
Publisher: Informa UK Limited
Date: 27-09-2021
Publisher: Wiley
Date: 02-02-2023
DOI: 10.1002/MAR.21796
Abstract: This research investigates the effect of using relationship (breakup) reminders in advertising on click‐through rates. While previous research has found that relationship reminders may backfire when consumers lack or no longer have certain social relationships (e.g., close friends, family, or a romantic partner), the authors propose that ad messages encouraging consumers after a relationship breakup, as compared with simply reminding them of a current relationship, will increase consumer perceptions of social support from a brand. This is because consumers may find readily available social support from a brand when coping with a relationship breakup. This, in turn, will pique their interest in the brand and prompt them to seek more information. Across two experimental studies, the results show that consumers who are exposed to ad messages encouraging them after a relationship breakup (vs. reminding them of a current relationship) feel greater social support, leading to higher click‐through rates. Furthermore, this effect is moderated by destiny beliefs. These findings contribute to the implicit theories of relationships and the consumer–brand relationship literature by demonstrating how destiny beliefs are important to understanding consumer responses to advertisements utilizing relationship (breakup) messages. Furthermore, the findings can benefit marketers when designing relationship reminders in online advertising.
Publisher: Elsevier BV
Date: 09-2020
Publisher: Wiley
Date: 28-04-2022
DOI: 10.1002/MAR.21671
Abstract: As consumers become more aware of and concerned about the environmental impact of their consumption choices, an increasing number of luxury brands are now engaging in sustainability practices. This study examines factors influencing the effectiveness of embedding sustainability in luxury brands. Specifically, the research focus is the effect of childhood socioeconomic status on moderating consumer preferences for sustainable (vs. regular, nonsustainable) luxury brands. Four experimental studies using different product categories and luxury brands show that preferences for sustainable (vs. regular, nonsustainable) luxury brands are stronger among consumers with relatively low (vs. high) childhood socioeconomic status (Studies 1–4). Notably, these preference patterns are driven by differences in the perceived importance of cooperation in the community among consumers with low versus high childhood socioeconomic status (Study 3). However, these ergent patterns are attenuated when consumption involves the nonluxury brand category (Study 2), and when consumers experience a high‐threat environment (e.g., the COVID‐19 pandemic Study 4). As such, the findings of this study contribute to the literature by shedding light on the conditions under which consumers show preferences for sustainable (vs. regular, nonsustainable) luxury brands, establishing a theoretically grounded mediator (importance of cooperation in the community) and moderator (perceived environmental threat).
Publisher: SAGE Publications
Date: 26-10-2021
DOI: 10.1177/18393349211056373
Abstract: A growing literature is examining the potential of grotesque advertising. The aim of this study is to examine whether curiosity or boredom cues in a grotesque advertisement are more effective at enhancing brand attitude and how this effect is moderated by consumers’ construal level. Across three experimental studies, this research shows that a curiosity cue will be more effective among consumers with a high construal level, whereas a boredom cue will be more effective among consumers with a low construal level (Study 1 and an ancillary study, Study 2). Further, perceived fit (based on construal level) mediates these effects (Study 2). This study thus offers a fresh theoretical viewpoint on the efficacy of emotional advertising cues in enhancing consumer evaluations of grotesque advertising by investigating the moderating role of consumers’ construal level. These findings benefit marketers in developing effective advertising strategies featuring grotesque imagery.
Publisher: SAGE Publications
Date: 05-04-2023
DOI: 10.1177/14413582221089289
Abstract: While sustainable products are mostly promoted with intrinsic appeals (e.g., “Buy this product and do something good for the environment”), marketers can also incorporate extrinsic appeals (e.g., “Buy this product and show others how sustainable you are”), thus creating joint appeals. However, it remains unclear whether such joint appeals will be more or less effective than intrinsic appeals in driving favorable consumer evaluations of sustainable products. This research investigates the ergent effects of joint versus intrinsic appeals on consumers’ likelihood of purchasing sustainable products and tests the moderating role of pioneering status in this regard. Across two experimental studies, this research demonstrates that joint (vs. intrinsic) appeals will lead to a higher likelihood of purchasing sustainable products from a brand perceived as a pioneer, but to a lower likelihood of purchasing sustainable products from a brand perceived as a follower. Further, these positive versus negative effects of joint appeals are driven by two distinct mechanisms—emotional value and consumer skepticism, respectively. The theoretical and practical contributions of this research are discussed.
Publisher: Elsevier BV
Date: 2021
Publisher: The University of Queensland Business School - Service Innovation Alliance
Date: 17-05-2023
DOI: 10.14264/AED4918
Publisher: Fakultas Ekonomi dan Bisnis Universitas Indonesia
Date: 21-08-2014
Publisher: Emerald
Date: 18-07-2023
Abstract: This paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media context. By analyzing 6,132 pictures posted by ten AI influencers on Instagram, this paper examines the effect of warm colors in AI influencers’ social media posts on consumer responses, and how other color features may moderate the effect of warm color. In addition, two experimental studies reveal the underlying process driving the effect of warm color. Warmer color generated more favorable consumer responses, with brightness significantly moderating the relationship between warm color and favorable consumer responses. Moreover, the results of the experiments establish that perceived warmth and emotional trust mediate the causal effect of warm colors on consumer responses. There is still little understanding about consumer perceptions of AI influencers and their acceptance of AI influencers’ product recommendations. As such, this research offers theoretical understanding of the color features influencing the effectiveness of recommendations by AI influencers. Brands have started deploying AI influencers as their brand ambassadors to make product recommendations, representing a new wave of advertising on social media. The findings will thus benefit marketers in developing effective product recommendations using AI influencers. The present research provides a novel understanding of how visual features, such as color can influence the effectiveness of AI influencers.
Publisher: Elsevier BV
Date: 09-2021
Publisher: Elsevier BV
Date: 03-2022
Publisher: Springer Science and Business Media LLC
Date: 02-01-2021
Publisher: Emerald
Date: 12-04-2022
Abstract: This research draws upon construal level theory to investigate how brands can develop effective international marketing strategies using country image versus product image across international markets with different cultural distances between them. The paper reports two preliminary studies and three experimental studies in the context of Australian brands using a “clean and green” image. The preliminary studies explore how product versus country image and cultural similarity are related to construal levels. Then, Study 1 examines consumers from different countries as a proxy of cultural distance, whereas Studies 2 and 3 manipulate levels of cultural distance to test the effects on consumers. Moreover, Study 3 also uses a behavioral outcome as the focal dependent variable and tests the underlying mechanism. The results demonstrate a significant interaction effect between country-of-origin positioning and cultural distance, such that an Australian brand emphasizing the country (vs product) image gains more favorable responses among consumers with high levels of cultural distance. Conversely, an Australian brand emphasizing the product (vs country) image gains more favorable responses among consumers with low levels of cultural distance. Further, this research identifies perceived brand cultural authenticity as the underlying process driving the interaction effect. The findings of this research contribute to the literature on international marketing in general and the country-of-origin literature in particular by examining country-of-origin positioning and cultural distance from the construal level perspective. The research also provides managerial implications on how to promote products in the international market across different cultural distances.
Publisher: Elsevier BV
Date: 09-2019
Publisher: University of Chicago Press
Date: 07-2022
DOI: 10.1086/719580
Publisher: Emerald
Date: 29-02-2020
DOI: 10.1108/APJML-06-2019-0366
Abstract: While luxury brands have increasingly pursued CSR activities such as corporate donations, this strategy may not be effective because there is an inherent mismatch between the concepts of “luxury” and CSR. The present research examines the effects of different types of donation strategies (frequency-focused vs. amount-focused). Two experimental studies were conducted. Study 1 provides initial evidence to our prediction that a frequency-focused strategy is beneficial for luxury (vs. non-luxury) brands to leverage their positive brand evaluations. Study 2 further replicates this using a different brand and establishes the underlying mechanism. Findings show that a frequency-focused strategy is beneficial for luxury (vs. non-luxury) brands to leverage their positive brand evaluations. This is because a frequency-focused strategy makes consumers perceive the luxury brand's commitment to help, which in turn reduces consumers’ skepticism toward their CSR activities. The study illustrates a novel mechanism that shows when and how different corporate donations influence luxury brand evaluations.
Publisher: Informa UK Limited
Date: 21-06-2021
Publisher: Informa UK Limited
Date: 22-09-2023
Publisher: Emerald
Date: 24-10-2023
Publisher: Elsevier BV
Date: 03-2022
Publisher: Informa UK Limited
Date: 06-09-2023
Publisher: Wiley
Date: 17-07-2023
DOI: 10.1002/JCPY.1375
Abstract: How can social media managers engage consumers to share posts with others? Extending regulatory mode theory, we demonstrate that high construal levels enable the integration of regulatory mode complementarity orientations, resulting in engagement and shares. Regulatory mode complementarity refers to the combination of high assessment (i.e., the motivation to “be right” by critically evaluating options) and high locomotion (i.e., the motivation to “act” by moving toward a goal). Specifically, this research proposes that an abstract (vs. concrete) construal allows these two orientations to work together, resulting in regulatory fit. Three text analysis field studies on marketer‐ and consumer‐generated Facebook and Twitter posts show that construal–regulatory mode fit increases social media sharing. Three follow‐up studies then show generalizability, establish causality, and demonstrate the role of engagement as the underlying mechanism driving the fit effect.
Publisher: Elsevier BV
Date: 11-2022
Publisher: SAGE Publications
Date: 29-10-2021
DOI: 10.1177/07439156211042281
Abstract: The present research investigates how charitable giving in response to threat-based awe, an emotional experience that typically accompanies disaster-relief c aigns, is likely to depend on consumers’ implicit theories. Although consumers want to behave prosocially when experiencing threat-based awe, due to the presence of threats, such behavior depends on whether they believe that their donations have sufficient efficacy. Consequently, in response to threat-based awe, consumers holding an incremental (vs. entity) theory perceive greater efficacy for their donations, which subsequently increases their charitable giving. These predictions are tested across five experimental studies. The findings of this research contribute to the literature on implicit theories and the emotion of awe and offer a more nuanced approach to how different consumers may be motivated to engage in charitable giving in the context of natural disasters.
Publisher: SAGE Publications
Date: 12-03-2022
Abstract: The complexity of luxury brand imagery creates challenges for managers when selecting appeals for luxury branding strategies. Against this backdrop, the present research studies the potential of mixed emotional appeals in enhancing the persuasiveness of luxury advertising. Across two experimental studies, this research shows that luxury brand advertising featuring mixed emotional appeals of happiness and sadness (vs. happiness alone) will enhance higher levels of purchase intentions. Furthermore, this effect is driven by narrative transportation. In doing so, this research offers an innovative theoretical viewpoint on the effect of mixed emotional appeals on consumer selection. Managerially, these findings provide implications for marketing practitioners and industry professionals in developing effective marketing communication strategies for luxury brands.
Publisher: Elsevier BV
Date: 09-2018
Publisher: Elsevier BV
Date: 03-2020
Publisher: Elsevier BV
Date: 08-2019
Publisher: Elsevier BV
Date: 07-2022
Publisher: Springer Science and Business Media LLC
Date: 20-11-2018
Publisher: Elsevier BV
Date: 03-2023
Publisher: Emerald
Date: 18-03-2022
DOI: 10.1108/APJML-10-2020-0719
Abstract: The 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. Two 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. The 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. The present research tests a novel perspective on how mixed emotional appeals can leverage the advertising effectiveness of pro-environmental luxury brands.
Publisher: Elsevier BV
Date: 08-2022
Publisher: Wiley
Date: 10-10-2023
DOI: 10.1111/BEER.12619
Publisher: Elsevier BV
Date: 12-2022
Publisher: Emerald
Date: 03-04-2017
Abstract: Although previous research has established that moral emotion, moral judgment, and moral identity influence consumer intention to engage in prosocial behavior (e.g. donating, volunteering) under some circumstances, these factors, in reality, can concurrently influence judgment process. Therefore, it is important to get a more nuanced understanding of how the combinations of each factor can lead to a high intention to engage in prosocial behavior. The paper aims to discuss these issues. This research employs fuzzy-set qualitative comparative analysis to explore different configurations of moral emotion, judgment, and identity that lead to a high consumer intention to engage in prosocial behavior. Findings indicate four configurations of moral emotion, moral judgment, and moral identity that lead to a high intention to engage in prosocial behavior. This research focuses on the case of a hospital in Indonesia thus, it is important not to overgeneralize the findings. Nonetheless, from a methodological standpoint, opportunity emerges to broaden the examinations in other service and cultural contexts. The findings of this research can help the hospital to develop effective combinations of advertising and marketing strategies to promote prosocial behavior among its customers. This paper provides the first empirical evidence on the existence of multiple pathways of moral emotion, judgment, and identity that lead to a high consumer intention to engage in prosocial behavior. The implications of this research also highlight the importance of cultural context in understanding consumer behavior.
Publisher: Elsevier BV
Date: 2020
Publisher: Emerald
Date: 24-06-2023
DOI: 10.1108/APJML-03-2022-0224
Abstract: Underpinned by the fit-fluency framework, this research aims to explore the effect of visual entropy (i.e. the neatness or disorder of food presentation) on the likelihood to purchase under different time-related positioning conditions. Two experiments were conducted with customers who are located in the USA via Amazon Mechanical Turk. Study 1 employed a 2 (visual entropy: neat vs non-neat) × 2 (time-related positioning: traditional vs modern) between-subjects design using four advertisements for a fictitious ice cream brand. Study 2 employed a 2 (visual entropy: neat vs non-neat) × 2 (time-related positioning: traditional vs modern) between-subjects design using four book covers for fruit salad recipes. The findings demonstrate low entropy (i.e. neatness) increases purchase likelihood when being paired with modern positioning, whilst high entropy (i.e. non-neat presentation) positively influences the propensity to purchase a traditional product on account of temporal fit. These relationships are mediated by perceived quality and nostalgia. This research extends the understanding of visual entropy and addresses the inconclusive evidence of the impact of the neatness of product presentation on consumer behavior. The authors elucidate the mechanisms behind which neatness and non-neatness of food presentation affect purchase likelihood when different types of time-related positioning are featured.
Publisher: SAGE Publications
Date: 09-12-2021
DOI: 10.1177/03128962211062644
Abstract: In iduals tend to have ergent moral judgment when judging oneself versus others, which is termed moral hypocrisy. While prior research has examined different factors that might influence moral hypocrisy, there are limited insights on the influences of different, discrete emotions. The present research seeks to address this gap and examines the differential influences of pride and gratitude on moral hypocrisy. Results of a pilot study and three main studies demonstrate that pride (but not gratitude) leads to moral hypocrisy. These effects are replicated across different cases of questionable behaviors and prosocial behaviors in a team setting. More importantly, this research identifies one mechanism that potentially explains this effect—the appraisal of self-other similarity. The findings of this research thus provide empirical evidence that distinct emotions arising from an organizational setting can differentially influence moral hypocrisy and offer practical implications. JEL Classification: C91, D23, D91
Publisher: Informa UK Limited
Date: 26-05-2021
Publisher: Elsevier BV
Date: 09-2021
Publisher: Wiley
Date: 06-06-2021
DOI: 10.1002/JCPY.1248
Abstract: The art infusion effect posits that exposure to visual artworks heightens the perceived luxuriousness of related brands. Across six studies conducted in different cultural settings, we establish that the art infusion effect is dependent on cultural congruence. That is, when the artwork’s country‐of‐origin (CO) is culturally congruent (vs. incongruent) with the brand’s CO, such an artwork bestows higher perceptions of brand luxuriousness. This occurs because cultural incongruence attenuates the art infusion effect. We term this moderating effect as brand‐artwork CO congruence and show that it qualifies art infusion even if the congruent (vs. incongruent) artwork CO is stereotypically perceived as less luxurious. We further show that perceived brand authenticity underlies the effect of brand‐artwork CO congruence. Overall, the present research illustrates that cultural congruence and subsequent perception of authenticity are critical components of the art infusion effect.
Publisher: SAGE Publications
Date: 02-2021
Abstract: Recent research has suggested conflicting evidence on how consumers respond to threat (from diseases) concerning their product preferences. Specifically, consumers might exhibit higher versus lower preferences for typical (vs. atypical) products. Drawing upon the literature on consumption-based affect regulation and consumers’ mindset, this research seeks to reconcile these seemingly conflicting findings by establishing the moderating role of consumers’ mindset. In three experimental studies, we show that among consumers with a fixed (vs. growth) mindset, perceived threat of COVID-19 would lead to higher (vs. lower) preferences for typical products. Furthermore, these ergent effects are explained by two distinct affect regulation strategies. The effect of threat among consumers with a growth (vs. fixed) mindset will be mediated by regaining a sense of control (vs. self-protection). These findings contribute the literature on disease cues, affect regulation, and consumers’ mindset, and offer practical implications for marketers during COVID-19 pandemic.
Publisher: Emerald
Date: 13-09-2021
DOI: 10.1108/APJML-04-2021-0274
Abstract: While 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. This 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. Results 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. The 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.
Publisher: Informa UK Limited
Date: 14-06-2019
Publisher: Emerald
Date: 24-08-2020
Abstract: This study aims to empirically test the proposition that high narcissistic consumers are more likely to perform donation-related behavior, such as the intention to donate and to share the donation link, compared to low narcissistic consumers when the organization’s reputation is high. Built upon the evolutionary psychology theory, this study proposes that narcissism activates the status motive, and the relationship between narcissism, organization reputation and donation-related behavior can be explained by status motive. The current research comprises two between-subject experimental studies that use both measured and manipulated narcissism subsequently, whereas the organization’s reputation was manipulated in both studies. The results demonstrate that narcissistic consumers are more likely to donate and to share the donation advertisement when the donation organization is perceived as having a high (vs low) prestige. Further, the status motive mediates the effect of narcissism on donation decisions only when the donation organization is perceived as having high (vs low) prestige. This research’s main limitation is that it only examines two alternate ways to improve perceived organization’s reputation (e.g. highlight the organization’s reputational features and link to reputable entities such as celebrities), although organizational literature suggests that perceived organization reputation can be improved in many ways. From a practical perspective, social marketers and donation organizations potentially benefit from this research because it demonstrates that high narcissistic consumers potentially involve in donation-related behaviors more than consumers with low narcissism when the organization is perceived as highly reputable. The current research contributes to the narcissism literature and adds to the evolutionary psychology theory by providing empirical evidence that narcissism, whether manifesting as a trait or a state, can activate a status motive that leads to prosocial behavior, but only when the donation organization is perceived as prestigious.
Publisher: Springer Science and Business Media LLC
Date: 27-03-2020
Publisher: Emerald
Date: 05-05-2020
Abstract: This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages. Three experiments were conducted. Studies 1A and 1B establish the influence of incidental emotions and regulatory focus on consumer preferences for ergent luxury value appeals (exclusivity vs authenticity) within advertisements. Study 2 shows the match-up effects of congruent emotional and luxury value appeals on advertising effectiveness. The authors offer causal evidence that promotion pride increases the preference for exclusivity appeals, whereas prevention pride increases the preference for authenticity appeals in luxury advertising. The study offers a novel perspective into the ways consumers evaluate different value appeals in luxury advertising and establishes the important role played by emotions within such evaluations. Marketers of luxury products can increase the effectiveness of their advertising c aigns by considering the fit between emotional and luxury value appeals. Specifically, the authors show that the congruent matching of promotion pride with exclusivity appeals and of prevention pride with authenticity appeals within advertising messages can elicit more favorable consumer responses. The study is the first to illustrate novel “match-up” effects: it shows when and how different luxury value appeals (exclusivity vs authenticity) and emotions (promotion pride vs prevention pride) influence the effectiveness of luxury advertising.
Publisher: Elsevier BV
Date: 2020
Publisher: Emerald
Date: 07-01-0012
Abstract: This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing upon the appraisal tendency framework, this study establishes the underlying process driving these emotion effects. It also examines the moderating role of product type (hedonic vs utilitarian). Five studies are conducted to test the predictions. Importantly, this study examines the predicted emotion effects across different sources of affect (dispositional, incidental and integral), different subject populations (students and Amazon Mechanical Turk panel) and different product categories (water bottle, chocolate and printer), leading to robust and generalizable findings. Results show that gratitude (vs pride) increases the likelihood of purchasing a product with a donation-based promotion. This effect is mediated by gratitude’s other-responsibility appraisal and, in turn, increased reciprocity concerns (a serial mediation). Further, this study finds that how the gratitude (vs pride) effect is attenuated when the product is hedonic (but not utilitarian) in nature. Past study on emotion and cause-related marketing has emphasized the role of negative emotions such as guilt. This study provides empirical evidence on the potential benefit of using positive emotions such as gratitude in cause-related marketing. The implications of this study can benefit marketers by highlighting the use of gratitude appeals in their cause-related marketing c aigns. The findings of the present research are significant because they highlight the potential role of a discrete positive emotion – gratitude – in leveraging the effectiveness of cause-related marketing and establish the underlying process driving this effect.
Publisher: Wiley
Date: 28-12-2022
DOI: 10.1002/MAR.21633
Abstract: Metaphor—drawing a comparison between two seemingly incompatible concepts in an effort to create symbolism—is frequently used in advertising. This study investigates the persuasiveness of metaphor in advertising and the conditions under which the effectiveness of metaphorical advertisements can be leveraged. Across three experimental studies, the results show that mixed emotional appeals (happiness and sadness) versus positive emotional appeals (happiness) can increase the persuasiveness of an advertising metaphor. Furthermore, cognitive flexibility mediates this effect. This study contributes to the literature on metaphor in advertising by showing the benefits of using mixed emotional appeals and establishing the underlying process. Moreover, the findings can be beneficial for marketers in designing effective marketing communication strategies combining mixed emotions with a metaphor.
Publisher: Informa UK Limited
Date: 08-11-2021
Publisher: Elsevier BV
Date: 2017
Publisher: Emerald
Date: 18-07-2022
DOI: 10.1108/APJML-09-2021-0655
Abstract: The present research aims to investigate the influence of organizational positioning by drawing upon moral foundations theory in relation to driving charitable giving, and the moderating role of recognition in this regard. Two experimental studies were conducted to examine the interactive effect of organizational positioning emphasizing a binding (vs an in idualizing) moral foundation and donation recognition on charitable giving. Study 1 was conducted in Indonesia, while Study 2 was conducted in the US. This research demonstrates that in iduals will give higher donations to an organization with a binding (vs an in idualizing) moral foundation that provides donation recognition. Further, this effect is mediated by social identity signaling. The findings of this research provide a novel perspective on how organizational positioning can influence whether donation recognition increases charitable giving. Moreover, the findings offer managerial implications to non-profit organizations developing effective charitable c aigns in terms of combining appropriate organizational positioning and donation recognition strategies.
Publisher: Elsevier BV
Date: 09-2021
Publisher: Elsevier BV
Date: 09-2021
Publisher: SAGE Publications
Date: 16-03-2022
Abstract: Prior research has established that consumers with higher levels of biospheric values are more likely to engage in sustainable behaviors. Such findings assume that tourism practitioners should solely focus their marketing efforts on consumers with high levels of biospheric values. The present research reexamines such typical expectations by investigating how lay beliefs about the world elicited by advertising can encourage consumers with low levels of biospheric values to engage in sustainable behaviors. Results of two experimental studies show that, among consumers with low levels of biospheric values, those with a malleable (vs. fixed) lay belief about the world exhibit stronger preferences for sustainable hotels offerings because they are more hopeful that the sustainable efforts from the hotels can create a positive change. These findings contribute to the literature by demonstrating the role of lay beliefs on consumers’ sustainable behaviors and establishing the underlying mechanism. In addition, this research provides a novel insight about how tourism practitioners can appeal to unsustainable consumers, highlighting how the tourism industry can create positive behavior change toward consumers’ sustainable behaviors.
Publisher: Emerald
Date: 04-06-2020
Abstract: Drawing upon the evolutionary psychology perspective, the current research aims to investigate the conditions under which power (high vs low) and emotion (pride vs gratitude) can influence consumers to purchase products for others via two fundamental motives (the signaling and affiliative motives). Three experiments are conducted. Study 1 demonstrates that consumers with high (low) power are more likely to choose a wine promoted with pride (gratitude) appeals. Study 2 shows that consumers in the high- (low-) power condition report a higher willingness to pay for a wine promoted with pride (gratitude) appeals. Study 3 replicates the findings of Study 2 using a different product advertisement (chocolate bars). This study provides concrete empirical evidence that powerful consumers experiencing pride will engage in gift giving because of an increased signaling motive. In contrast, powerless consumers experiencing gratitude will engage in gift giving because of an increased affiliative motive. This study explores the context of gift giving using wine and chocolate bars as the products. It would thus be of interest to examine and extend the effects in motivating other prosocial behaviors such as donating and volunteering. The findings suggest how different states of power can be temporarily and purposively triggered and matched with the desired emotional appeals within adverting messages to increase persuasion. This study illustrates a novel mechanism for gift giving from the evolutionary psychology perspective by showing that gift giving can be motivated by two distinct pathways – affiliative and signaling motives. Further, it tests how the interactive effects of power (high vs low) and emotion (pride vs gratitude) can activate such motives.
Publisher: Elsevier BV
Date: 03-2022
Publisher: Elsevier BV
Date: 06-2019
Publisher: SAGE Publications
Date: 23-03-2021
DOI: 10.1177/18393349211002534
Abstract: Requesting customers to “round up” the total for their purchases to the next whole dollar and donating the difference has been a recent trend among some companies. A recent study argues that a roundup donation request reduces the perceived pain of donating, thus making it more effective as compared with a flat donation request however, the present research argues that a roundup donation request can also have potential negative returns. This article demonstrates across two experimental studies, that consumers report lower repurchase intentions when approached with a roundup (vs. flat) donation request, due to an increased anticipated negative affect associated with refusing such a request. Moreover, such effects only occur among consumers with utilitarian (but not hedonic) purchase motives. The findings of this research extend prior research in this area by highlighting the potential negative consequences of roundup donation requests.
Publisher: Elsevier BV
Date: 11-2023
Publisher: Informa UK Limited
Date: 10-11-2021
Publisher: SAGE Publications
Date: 09-06-2022
DOI: 10.1177/14707853221107309
Abstract: There is a growing demand for meat substitutes among consumers, given that excessive meat consumption is associated with negative consequences for personal health and the environment. However, the market shares of such meat substitutes remain low, thus highlighting the need to further investigate how to increase consumer acceptance of meat substitutes. The present research investigates social media data of plant-based meat brands and explores how visual features could lead to a high number of likes, which is a numerical representation of social acceptance. The findings of this research show that social media posts with warm color, vertical symmetry, and horizontal symmetry receive a higher number of likes. Further, there is a joint effect between warm color and vertical symmetry, such that vertical symmetry would strengthen the positive effect of warm color on the number of likes. These findings offer a more nuanced understanding of how to increase consumer acceptance of meat substitutes and how to promote plant-based meat brands in social media.
Publisher: Emerald
Date: 24-01-2020
Abstract: 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. 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. 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). This research explores attitudes and behavioral intentions as dependent variables. It would thus be of interest for future research to examine a behavioral measure. Given the potential problems of moral decoupling among consumers, marketers can devise effective strategies to reduce this problem using authentic pride appeals. 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).
Publisher: Elsevier BV
Date: 11-2022
Publisher: Informa UK Limited
Date: 29-09-2023
Publisher: Emerald
Date: 05-09-2021
Abstract: The purpose of this paper is to examine a three-way interaction between the two motivational orientations of religiosity (i.e. intrinsic and extrinsic) and recognition (in this study, an explicit expectation that behavior is recognized) on charitable behavior. Further, drawing upon the evolutionary psychology perspective, the status motive is predicted to mediate the predicted effects. Three experimental studies were conducted using a 2 (intrinsic religiosity: low/high measured) × 2 (extrinsic religiosity: low/high measured) × 2 (recognition: yes/no manipulated) between-subjects design to examine the predicted effects on likelihood to donate and donation allocations in two Asian countries, namely, Indonesia and Malaysia. The results show that recognition increases charitable behavior among consumers with a high level of extrinsic religiosity but low level of intrinsic religiosity (Studies 1a, 1b and 2). Further, a status motive mediates the predicted effects (Study 2). The present research provides a novel perspective on how marketers can purposively use recognition in charitable advertising to encourage charitable behavior among religious consumers – but only in Asia. This paper presents the case for how a non-profit organization can develop charitable advertising for disaster relief in Indonesia (Studies 1a and 1b) and Malaysia (Study 2). The findings of this research could potentially be extended to other organizations in Asia or other countries where religiosity places an important role in consumer behavior. This research shows the interactive effect between extrinsic religiosity, intrinsic religiosity and recognition can increase charitable behavior in Asia.
Publisher: Elsevier BV
Date: 2022
Publisher: SAGE Publications
Date: 08-2020
DOI: 10.1016/J.AUSMJ.2020.07.002
Abstract: Charities have difficulty raising money to execute their plans, which are mainly focused on addressing social challenges. As a big proportion of donations come from in idual consumers, understanding their different characteristics and psychological states is important. Power has a psychological quality that varies during everyday interactions and influences consumers’ actions. Investigating the impact of power state on donation intentions across two studies, this research first illustrates that powerless consumers with a high level of incremental theory of emotion show an increased willingness to donate, and second, negative affect is the underlying mechanism in the interaction between sense of powerlessness and the incremental theory of emotion on donation intentions. These results have theoretical and empirical implications.
Publisher: Emerald
Date: 31-05-2023
DOI: 10.1108/APJML-12-2022-1064
Abstract: This research examines the effect of team ersity on customer behavior (purchase likelihood) associated with sustainable luxury products and further considers the mediating role of customer skepticism and the moderating role of the growth mindset in these relationships. Study 1 aims to confirm the direct effect of team ersity on purchase intention and the mediating effect of customer skepticism. Featuring a fictitious brand, Study 2 seeks to test the moderating effects of a growth mindset. This research recruits participants located in the USA who have shopping experiences with a luxury product. The findings support the notion that team ersity can mitigate customers' skepticism while enhancing purchase likelihood. Moreover, this effect is stronger among those with a growth mindset. As such, the findings suggest that communicating the heterogeneous composition of team members can benefit sustainable luxury brands. Underpinned by the signaling theory and incremental theory, this research examines the effects of team ersity on customer behavior (purchase likelihood) related to sustainable luxury products, as well as the role of customer skepticism (as a mediator) and a growth mindset (as a moderator) in these relationships. Thus, the findings broaden the current ersity research which has predominantly focused on team decision-making and performance.
Publisher: Emerald
Date: 15-12-2023
Abstract: This research investigates the role of marketing channel selection in influencing brand authenticity and purchase likelihood in the international marketing domain. Further, perceived firm size is identified as a mediator in this regard. The moderating role of consumer skepticism is also considered. Three experimental studies were carried out across three different markets (India, the US and the UK) in the context of South Korean brands. The findings demonstrate that firms utilizing (only) online channels are perceived to be smaller than those that utilize hybrid channels (i.e. both online and physical stores) or offline channels (i.e. physical stores). When consumers perceive firms to be smaller, they also report higher levels of brand authenticity, which in turn increases their purchase likelihood. Further, this effect is weaker among consumers with high levels of skepticism. The findings of the present research contribute to the international marketing literature by demonstrating how consumers perceive online marketing channels, the role of marketing channel selection in driving brand authenticity, as well as providing managerial implications on how to promote products in the international market.
Publisher: Emerald
Date: 21-04-2023
Abstract: A growing literature shows that (integral) emotions arising in response to firm transgressions may influence consumer punishment. However, incidental emotions (which are unrelated to the decision at hand) can also be powerful drivers of consumer decision-making and could influence responses to firm transgressions. This paper aims to examine the role of incidental gratitude, as compared to incidental pride and a control condition, in shaping the acceptance of questionable consumer behavior toward a transgressing firm and the mediating role of self-righteousness in this regard. Four experimental studies are conducted to examine the effect of gratitude, as compared to pride and a control condition, on the acceptance of questionable consumer behavior against a transgressing firm. Further, this research tests the underlying mechanism and a boundary condition of the predicted effect. The results show that consumers experiencing gratitude, as compared to pride and a control condition, judge a questionable consumer behavior directed against a transgressing firm as less acceptable. These different emotion effects are found to be explained by self-righteousness. The findings also demonstrate that an apology by the firm attenuates the effect of emotions on consumer response toward the transgressing firm. The present research contributes to the literature on consumer punishment by identifying the role of incidental emotions in determining self-righteousness and ethical judgments. The research focuses on and contrasts the effects of two specific positive emotions – gratitude and pride. This paper offers managerial implications for firms involved in a transgression by highlighting the potential of gratitude. Notably, the findings of this research suggest that gratitude activation via marketing communications may help firms mitigate the negative effects of transgression events. The present research provides a novel perspective on when and how positive emotions, such as gratitude and pride, can differentially and systematically influence ethical judgment toward a transgressing firm.
Publisher: SAGE Publications
Date: 08-2020
DOI: 10.1016/J.AUSMJ.2019.12.002
Abstract: Despite the tremendous growth of Airbnb, various media have reported ethical misconduct occurring within the Airbnb context by both hosts and users. The current research seeks to examine the interactive effects of power (high vs. low) and psychological distance (close vs. distant) to explain in idual tolerance of unethical behavior across two experimental studies for the case of Airbnb. Specifically, we propose that when an in idual (i.e., an Airbnb host or user) feels powerless (vs. powerful), that in idual will show a low level of tolerance to unethical behavior and tend to judge the ethical behavior more harshly. However, the effect of power will only emerge in the psychologically close condition (e.g., a host judging a host's unethical behavior), but not in the psychologically distant condition (e.g., a host judging a user's unethical behavior). Further, we establish that this interactive effect is mediated by feelings of empathy.
Publisher: Elsevier BV
Date: 2020
Publisher: Emerald
Date: 05-09-2020
Abstract: This paper aims to examine how mortality-related sadness, as compared to other emotions such as fear, anger and happiness, can leverage the effectiveness of fresh start appeals. Drawing upon the consumption-based affect regulation principle, this paper investigates how sadness associated with mortality can elicit the appraisal of irretrievable loss, which subsequently increases the effectiveness of fresh start appeals. These predictions are tested across three experimental studies. Findings demonstrate that mortality-related sadness enhances donation allocations (Study 1), willingness to pay (Study 2) and favorable attitudes (Study 3) toward an advertisement promoted with a fresh start appeal. This effect is mediated by an appraisal of irretrievable loss (Studies 1–3). Moreover, the emotion’s effect only emerges among consumers who believe that their emotional experiences are stable (vs malleable) (Study 3). This paper investigates the effects of negative (vs positive emotions). It would thus be of interest to explore whether different discrete positive emotions may also enhance favorable evaluations of fresh start appeals. While fresh start appeals have been widely used by marketers and organizations, the extant literature in this area has yet to identify how marketers can leverage the effectiveness of such appeals. This paper highlights how a specific negative emotion can be beneficial to marketers in leveraging the effectiveness of fresh start appeals. The findings of this research suggest a novel potential strategy for the regulation of sadness. Specifically, consumers experiencing mortality-related sadness show favorable evaluations of fresh start appeals, indicating they are seeking to dissociate themselves from the past.
Start Date: 03-2022
End Date: 03-2025
Amount: $440,524.00
Summary: The Role of Emotions in Marketing Cultured Meat. Traditional agriculture has a strong environmental impact. One solution to reduce this impact is cultured meat, which is meat created via a cell culture, rather than from a slaughtered animal. This project aims to examine the role of emotions in promoting consumer acceptance, which is the greatest barrier facing the commercialisation of cultured meat. The expected outcome is insight into factors influencing the acceptance of cultured meat, allowin .... The Role of Emotions in Marketing Cultured Meat. Traditional agriculture has a strong environmental impact. One solution to reduce this impact is cultured meat, which is meat created via a cell culture, rather than from a slaughtered animal. This project aims to examine the role of emotions in promoting consumer acceptance, which is the greatest barrier facing the commercialisation of cultured meat. The expected outcome is insight into factors influencing the acceptance of cultured meat, allowing development of effective marketing communication strategies. This should provide benefits including reduced environmental and ethical impact of conventional meat and improvement to Australian agribusiness. Similar strategies could also potentially be applied to other emerging food technologies. Read more Read less
Funder: Australian Research Council
View Funded Activity