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This paper aims to develop and validate a psychometrically sound scale measuring buyers’ motivation to avoid being duped (MAD) in a marketplace transaction.

Standard scale construction methodology was followed in developing the MAD Scale. Eight studies were conducted.

Three underlying MAD factors were discovered: suspicion of sellers, anticipated aversive emotions and deception detection. For purposes of analyses, data were collapsed across factors. High MAD individuals exhibited more vigilance in decision-making, were less trusting of strangers and displayed a greater desire to appear perfect to others. Those high in MAD were also more apt to have a prevention regulatory focus. Test-retest reliability was satisfactory, and no social desirability bias was observed. Finally, in an economic game with real financial consequences, those higher (vs lower) in MAD invested less after being duped, thus supporting criterion validity.

Marketplace deception has been identified as an existential threat facing consumers. Yet, few studies have examined how consumers cope with this threat. There currently exists no scales to measure consumer motivation to avoid being duped. The current research defines MAD and differentiates it from related constructs. The MAD scale will be useful in a variety of research contexts related to marketplace deception.

The purpose of this paper is to explore strategic differences in marketing communication tactics for vegan and humane meat brands.

Content analysis was used to categorize the types of persuasive appeals used on the packaging of vegan and humane meat brands.

Humane meat brands use animal welfare and environmental appeals more often whereas vegan brands use taste appeals more frequently.

Marketers’ communication strategies for alternatives to traditional meat consumption are different from those of activists and non-profit organizations. By targeting middle of the road consumers, both vegan and humane brands can support widespread efficient and curtailment behaviors and in the process benefit consumers, the brands and society.

Anti-consumption and/or reduction of meat and animal by-products are arguably the most impactful ways in which consumers can alter their diets to positively impact individual and societal well-being. Consumers seeking alternatives to traditional meat consumption may either chose more sustainable meat products (efficient behaviors) or reduce/eliminate meat consumption (curtailment behaviors). Existing research suggests that such consumers can be divided into two segments – those driven by personal motives (health and/or taste) and those motivated by prosocial concern (environmental sustainability and/or animal welfare) and brands should match persuasive appeals to consumer motives, i.e. curtailment-focused vegan brands should use environmental or animal justice appeals and efficiency-focused humane meat brands should use taste or health appeals. However, the present research assumes marketers’ perspective and demonstrates that both vegan and humane brands target middle of the road consumers striving to balance multiple personal and prosocial goals, being socially responsible without compromising taste.