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Moving beyond the concept of congruence between celebrity image and brand image, this study explores a new domain in which to investigate the match-up hypothesis. Specifically, this study aims to understand the extent to which consumers engage in more indulgent behavior when participants are primed with a celebrity with a certain perceived lifestyle.

Two independent experiments were undertaken to observe consumer reactions to advertisements using celebrities as priming stimulus. Experiment 1 featured a 2 (perceived celebrity lifestyle) × 3 (celebrity persuasion style) between-subjects design, while a follow-up study featured a 2 (celebrity’s on-screen portrayal) × 3 (celebrity persuasion style) between-subjects factorial design.

Results support the proposition that celebrities cause priming effects such that consumers’ attitude and willingness to spend (WTS) on the endorsed brand depends on their perception of the celebrity’s lifestyle. Participants exposed to a perceived high-flamboyant-lifestyle celebrity had a more positive attitude toward the endorsed brand and were more willing to spend money when the celebrity used a “spend money” persuasion style than when the celebrity used a “save money” persuasion style in endorsements. Findings of a follow-up study suggest that exposure to a celebrity playing a flamboyant character on-screen was seen to be associated with a positive attitude toward the brand and increased WTS, than exposure to a celebrity playing a less flamboyant character on-screen.

Although effects of person primes are evidenced in the literature, previous studies are silent on the impact of presenting celebrities as priming stimulus. This study extends the idea of priming using a social category that has not been explored before, namely, celebrities and explores the effect that celebrity priming has on activating specific consumer response behavior.

This paper aims to study the unexplored possibility that priming firms’ corporate social responsibility (CSR) activity in consumers’ minds may impact consumers’ preference for non-firm related consumption and lifestyle choice options with intertemporal trade-offs.

Across four experimental studies, the authors looked at the impact of CSR priming on the preference of participants for later larger versus sooner smaller money (Study 1), saving versus spending (Study 2) and healthy versus unhealthy food choices (Studies 3 and 4). These choice options were not related to the focal firm that practiced CSR. The authors measured the changes in participants’ consideration of future consequences (CFC) as a potential mediator for the results.

The participants in the CSR condition showed a higher CFC and a higher preference for the options with long-term benefits and immediate costs over the ones with long-term costs and immediate benefits, i.e. later larger over sooner smaller money, saving over spending and healthy over unhealthy food. The authors documented a mediation role for CFC.

All the participants in the studies were from the USA. Looking at the cultural differences can enrich the understanding of the impact of CSR on preference for the options with intertemporal trade-offs. Furthermore, this paper builds its theoretical justification based on the assumption of individuals’ acceptance of CSR activities. Nevertheless, consumers may have skepticism about these activities. Future studies may investigate the effect of CSR skepticism of individuals on the proposed effects. Additionally, investigating the moderating roles of individuals’ characteristics like their prosocial concern or their knowledge about choice options might be an avenue for future research.

The findings highlight the benefits of CSR priming on consumers’ welfare and normative behavior. Firms may use the findings to understand and manage the impact of other firms’ CSR communications on the evaluation of their own products.

This research is the first to highlight the impact of CSR priming on consumers’ non-firm-related consumption and lifestyle choices with intertemporal trade-offs. The results showed the positive effect of priming firms’ CSR activities on consumers’ CFC and the mediating role of CFC.

This paper investigates the impact of sustainability information disclosure on consumers' choice of order-to-delivery lead-time in relation to consumers' sustainability concern.

Based on two choice experiments with participants from the Netherlands (n = 348) and the United Kingdom (n = 1,387), the impact of sustainability information disclosure was examined in connection with consumers' concerns for environmental and social sustainability. Information on environmental impact (carbon emission) and social impact (warehouse workers and drivers' well-being) was considered and compared.

Disclosing sustainability impact information significantly increased consumers' preference and choice for longer delivery times, with equivalent effects for environmental and social impact information. Consumers' relevant (environmental or social) sustainability concern as personality traits enhanced effects on preferences, as did priming of environmental concern.

Future research may consider differences between product categories or e-commerce companies' reputation in sustainability activities.

The findings provide opportunities for online retailers to influence consumer choice of delivery time, especially through disclosing environmental and/or social sustainability information.

This study fills a gap in the literature on sustainability information disclosure to actively steer consumer choice of delivery time, particularly regarding the effect of social sustainability impact information in comparison to its environmental counterpart.

This paper aims to investigate consumer behaviour in response to social norms under pay-what-you-want (PWYW) pricing. Specifically, it explores the critical role of social norms such as norm priming and consumer prior trust in the retailer on consumers’ perceived price fairness, trust, willingness to pay, purchase intentions and intentions to spread negative word of mouth about the retailer.

Data on dependent measures were collected through the scenario-based online experimental approach and assessed using MANOVA analysis.

Results confirm the significance of norms by indicating the critical role of norm belief on consumer responses. Also, increasing the salience of norms by priming them usually intensifies negative behaviour, and pre-existing trust in the retailer serves as an imperfect cushion against consumer negative reactions to norm violation, but this effect is observed to be decreasing with increase in prior trust.

Further research should consider the contextual (time, place, media) influences and assumptions to increase the generalizability of the findings.

To the best of the authors’ knowledge, this is the first paper to explicitly examine the effects of social-norm compliance by sellers on consumer behaviour in the context of PWYW pricing.

This paper aims to investigate whether portrayals of homosexuality in advertising can generate social effects in terms of consumer-perceived social connectedness and empathy.

In three experimental studies, the effects of advertising portrayals of homosexuality were compared to advertising portrayals of heterosexuality. Study 1 uses a thought-listing exercise to explore whether portrayals of homosexuality (vs heterosexuality) can evoke more other-related thoughts and whether such portrayals affect consumer-perceived social connectedness and empathy. Study 2 replicates the findings while introducing attitudes toward homosexuality as a boundary condition and measuring traditional advertising effects. Study 3 replicates the findings while controlling for gender, perceived similarity and targetedness.

The results show that portrayals of homosexuality in advertising can prime consumers to think about other people, thereby affecting them socially. In line with previous studies of portrayals of homosexuality in advertising, these effects are moderated by attitudes toward homosexuality.

This paper adds to a growing body of literature on the potentially positive extended effects of advertising. They also challenge some of the previous findings regarding homosexuality in advertising.

The finding that portrayals of homosexuality in advertising can (at least, temporarily) affect consumers socially in terms of social connectedness and empathy should encourage marketers to explore the possibilities of creating advertising that benefits consumers and brands alike.

The paper challenges the idea that the extended effects of advertising have to be negative. By showing how portrayals of homosexuality can increase social connectedness and empathy, it adds to the discussion of the advantages and disadvantages of advertising on a societal level.

This paper aims to examine how reckless driving scenes in action movies affect young male drivers’ perception of reckless drivers and proposes a targeted social marketing strategy to counteract this effect.

The hypotheses were tested through a 2 (reckless driving scenes vs control) × 2 (road safety advertising vs control) online experiment with 151 young male drivers.

Reckless driving scenes in action movies prime a positive image of reckless drivers which impacts young male drivers’ attitudes and reckless driving intention. However, a road safety message specifically addressing the positive image of reckless drivers efficiently counteracts this effect.

A few studies have experimentally tested the impact of reckless driving promotion on young drivers’ attitudes and intention, but none have analysed this impact in terms of the development of a positive image of reckless drivers. In addition, this study emphasises that a targeted message based on social norms can cancel the effect of reckless driving promotion and have a beneficial impact on the most risk-prone drivers.

Social marketers working in the field of road safety can improve the efficacy of their social marketing programmes by taking into consideration the positive image of reckless drivers promoted by the media.

Practitioners should develop interventions and targeted messages that help young drivers cultivate a less idealised and masculine social image of reckless drivers.

This paper enhances the awareness of the effect that the media’s positive depiction of reckless drivers can have on the youth and proposes a strategy to counteract this effect.

Although organizational citizenship behavior (OCB) is widely known to have a positive ethical impact in work organizations, the causal antecedents that influence the likelihood of such behaviors among employees is understudied. We addressed this gap by examining the influence of visual images of people on relevant work-related behavior in a work-like setting using the theoretical frame of the social identity perspective. We found that students in a university setting, who were exposed to religious-themed student images, exhibited slower helping behaviors toward the organization than those who were exposed to organizational-themed student images. The results of the current study provide the first-known experimental confirmation of organizational identity as a causal antecedent of OCB.

The purpose of this paper is to critically explore media representations of opting-out and how these present particular professional identities as appropriate career choices for women. Through an examination of a UK women's magazine the paper looks at how opting-out in favour of work based on traditionally female housewifery skills and attributes is communicated and justified in the texts.

The paper adopts a social identity approach to a qualitative content analysis of 17 consecutive monthly magazine features.

While the magazine frames women's career choices as unlimited, identity is presented as gendered, biologically fixed and therefore inescapable. The magazine presents opting out as an appropriate route for women based on a “female identity” grounded in traditional female attributes of caring, hosting, baking, etc. However, this leaves women's work open to potentially negative interpretations of these traditional female attributes. The texts appeal to a post-feminist discourse and imply that problems experienced by women in public sphere careers are partly the outcome of the feminism of the 1960s and 1970s.

Future research should study how readers interpret the texts.

The paper demonstrates the explanatory potential of using of a social identity approach in the analysis of media texts.

Non-fungible tokens (NFTs) are gaining popularity as investments and personal indulgences, prompting brands to integrate them into marketing campaigns. Thus, understanding consumer personality traits toward NFTs is essential for success. This study presents a model that explores how social comparison orientation (SCO) influences perceived exclusivity and financial benefits of NFT marketing, subsequently impacting experiential evaluations, willingness to purchase NFTs and brand loyalty.

We conducted two experiments to test our model. Study 1 used a quasi-experiment with 1,053 participants and tested the model using partial least squares–based structural equation modeling. In Study 2, we aimed to investigate the causal influence of SCO on NFT marketing effectiveness. We employed a one-factor experiment (social comparison prime: high SCO vs. control) with 123 participants.

NFT users frequently engage in social comparisons and prefer branded NFTs that offer exclusivity (social value) and financial benefits (economic value). Social and financial superiority derived from NFTs enhances branded NFT experiences, leading to a stronger willingness to purchase NFTs and building brand loyalty. Perceived exclusivity, financial benefits and experiential evaluation mediate the effects of SCO on willingness to purchase NFTs and brand loyalty.

This study explores the effectiveness of NFT marketing through the lens of social comparison theory. In doing so, we examined the relationship between SCO and NFT marketing outcomes, revealed the causal influence of SCO on perceived exclusivity and perceived benefits in NFT marketing and shed light on the serial mediation of value- and experience-related constructs.

The purpose of this paper is to examine spending pattern of Chinese migrant workers from rural regions to urban cities from a social identity perspective, which stems from Chinese Hukou system (household registry system). This study proposes a theoretical model for consumer utility function (a combination of economic utility and social utility) which takes into account the choice of social identification.

This study focusses on the influence of rural and urban identification on consumption patterns of Chinese migrant workers. These assumptions were verified based on a survey with 650 samples in Shanghai, one of the most developed cities in China.

Results indicate that affirmative social identification has a significantly positive effect on the level of consumption for migrant workers. High level of rural identification has a more significant impact than urban identification on survival consumption including food, medicine and family support. On the other hand, high level of urban identification has a more significant impact than rural identification on development consumption including education for children, training and recreation. Besides, there are significant interaction effects between income and identity on consumption, which confirms the identity effect on classical economic model and is in line with identity economics’ arguments.

This study outlines the importance of social identity in both economics and marketing domains and proposes a theoretical model which advances understanding of a model on similar lines proposed by Akerlof and Kranton’s (2000) and Benjamin et al. (2010). Empirical tests with Chinese migrant workers’ data present that their consumption patterns are influenced by their level of social identifications.