期刊
JOURNAL OF MARKETING
卷 77, 期 1, 页码 104-119出版社
SAGE PUBLICATIONS INC
DOI: 10.1509/jm.11.0454
关键词
self-accountability; ethical products; green marketing; sustainability; environment
类别
The market share of brands positioned using ethical attributes typically lags behind brands that promote attributes related to product performance. Across four studies, the authors show that situational factors that heighten consumers' self-accountability (i.e., activation of their desire to live up to their self-standards) lead to increased preferences for products promoted through their ethical attributes. They investigate their predictions regarding self-accountability in multiple ways, including examining the moderating roles of awareness of the discrepancy between a person's internal standards and actual behavior, self-accountability priming, and the presence of others in the decision context. Furthermore, they demonstrate that the subtle activation of self-accountability leads to more positive reactions to ethical appeals than explicit guilt appeals. Finally, they show that preference for a product promoted through ethical appeals is driven by the desire to avoid anticipated guilt, beyond the effects of impression management. Taken together, the results suggest that marketers positioning products through ethical attributes should subtly activate consumer self-accountability rather than using more explicit guilt appeals.
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