Search results
1 – 2 of 2Yoon-Na Cho, Ha Eun Kim and Nara Youn
During these unprecedented times, acts of charity are deemed essential to help individuals in need and support the social safety net. Given the importance of prosocial behavior…
Abstract
Purpose
During these unprecedented times, acts of charity are deemed essential to help individuals in need and support the social safety net. Given the importance of prosocial behavior for survival through the coronavirus disease 2019 (COVID-19) outbreak, the authors investigate the effects of partitioning experiential consumption and self-construal on consumer responses.
Design/methodology/approach
Based on the literature on partitioning and self-construal, the findings across three experimental studies provide novel insights into the interplay between partitioning and self-construal, and offer psychological processes on prosocial and behavioral intention.
Findings
Individuals with predominantly independent (vs. interdependent) self-construals and those primed with independent (vs. interdependent) self-construals showed higher prosocial intention when the experiential product ad was in an aggregated (vs. partitioned) format. The fit between the type of format and self-construal leads to the high control coping mechanism, and ultimately prosocial intention.
Originality/value
Partitioning experiential consumption has not been directly examined using self-construal, providing novel insights into consumer reactions during the pandemic. This paper provides practical implications to practitioners and researchers to better understand and adapt to shifting digital consumption patterns.
Details
Keywords
Hanna Shin, Yan Li and Nara Youn
The authors investigated the factors influencing consumer evaluations of advertisements for ethical luxury products that incorporate animal rights and protection concerns. The…
Abstract
Purpose
The authors investigated the factors influencing consumer evaluations of advertisements for ethical luxury products that incorporate animal rights and protection concerns. The authors empirically examined how ethical messages influence advertisement persuasiveness through ethical consumer guilt and positively impact consumer evaluations of ethical luxury products. Furthermore, the authors explored the moderating role of consumers’ independent versus interdependent self-construals.
Design/methodology/approach
The authors conducted four experimental studies on the interplay among ethicality, luxury brand positioning and self-construal. Moderated mediation analyses revealed that moral emotions were responsible for the effect of ethical luxury advertisements that address animal welfare on brand attitude.
Findings
Advertisement messages signaling a luxury brand’s ethical efforts increase empathy through ethical consumer guilt, thereby generating favorable attitudes toward luxury products. However, this effect is limited to consumers with independent self-construal in South Korea and the United States of America.
Originality/value
The authors offer novel insights into the roles of ethical consumer guilt and empathy in the positive effects of ethical messages from luxury brands. Furthermore, the authors identified brand type and self-construal as boundary conditions for the effects observed across different consumer groups and markets.
Details