Could power distance, which is the extent that inequality is expected and accepted, explain why some countries and consumers are more likely to engage in prosocial behavior, including donations of ...both money and time? This research proposes that higher power distance results in weaker perceptions of responsibility to aid others, which decreases charitable behavior. Both correlational and causal evidence is provided in a series of five studies that examine country-level power distance as well as individual and temporarily salient power distance belief. Consistent with the mediating role of perceived responsibility, results reveal that uncontrollable needs and communal relationship norms are boundary conditions that overcome the negative effect of power distance on charitable behavior. These results explain differences in charitable giving across cultures and provide implications for nonprofit organizations soliciting donations.
The use of celebrity endorsements varies across countries; does their effectiveness similarly vary across cultures? The authors propose that power distance beliefs (PDB), a cultural orientation ...related to the extent to which people expect and accept differences in power, moderate the effects of celebrity endorsements. A positive effect of celebrity endorsers on evaluations of advertising should be more potent with greater PDB; source expertise and trustworthiness likely underlie this effect. To test the hypotheses, the authors use moderated mediation analyses, with corrections for measurement error and endogeneity of the mediators (source expertise and trustworthiness). The results of three studies, using both manipulated and measured PDB for respondents in different countries and with a variety of endorsers, demonstrate that PDB determine the effectiveness of celebrity endorsements on attitudes toward the advertisement and the brand. In support of the moderated mediation model, perceptions of source expertise and trust mediate the effect of celebrity endorsements, conditional on PDB. The results hold for nondurables but do not generalize to durable products.
Each year, people in the United States donate more than $200 billion to charitable causes. Despite the lack of understanding of whether and how recognition increases charitable behavior, charities ...often offer it to motivate donor action. This research focuses on how the effectiveness of recognition on charitable behavior is dependent on the joint influence of two distinct dimensions of moral identity: internalization and symbolization. Three studies examining both monetary donations and volunteering behavior show that recognition increases charitable behavior among those characterized by high moral identity symbolization and low moral identity internalization. Notably, those who show high levels of moral identity internalization are uninfluenced by recognition, regardless of their symbolization. By understanding correlates of the two dimensions of moral identity among donors, nonprofits can strategically recognize potential donors to maximize donation and volunteering behavior.
The primary goal of this research is to conceptualize and develop a scale of green consumption values, which we define as the tendency to express the value of environmental protection through one's ...purchases and consumption behaviors. Across six studies, we demonstrate that the six-item measure we develop (i.e., the GREEN scale) can be used to capture green consumption values in a reliable, valid, and parsimonious manner. We further theorize and empirically demonstrate that green consumption values are part of a larger nomological network associated with conservation of not just environmental resources but also personal financial and physical resources. Finally, we demonstrate that the GREEN scale predicts consumer preference for environmentally friendly products. In doing so, we demonstrate that stronger green consumption values increase preference for environmentally friendly products through more favorable evaluations of the non-environmental attributes of these products. These results have important implications for consumer responses to the growing number of environmentally friendly products.
We investigate how two important social identities—gender identity and moral identity—result in differential donations to in‐groups and out‐groups. Results from three studies indicate that moral ...identity importance tends to increase donations to out‐groups (Iraq, Indonesia) and not to in‐groups (London, New Orleans). However, this occurs only for consumers with a feminine gender identity. For consumers with a masculine gender identity, moral identity importance increases donations to the in‐group but not the out‐group. Inclusion of Other in the Self (IOS) mediates the moderating role of gender identity on the effect of moral identity on in‐group and out‐group donations.
As consumers seek products that cause minimal environmental harm and bring about positive social impact, and as awareness of supply chain impact grows, retailers must embrace sustainability. Given ...their unique position in the supply chain between upstream suppliers and downstream consumers, retailers are key to a circular economy in which products at the initial end-of-life stage are returned to the supply chain for continued use. By serving as a connection between suppliers and consumers, retail initiatives can help to reduce, reuse, and recycle. Furthermore, retailers can leverage their unique position in the supply chain to enable and legitimize a focus on social issues across the supply chain. We discuss such actions, the challenges that need to be overcome to have scalable impact, and the mechanisms retailers can utilize to make such progress.
This article examines the role of moral identity symbolization in motivating prosocial behaviors. We propose a 3-way interaction of moral identity symbolization, internalization, and recognition to ...predict prosocial behavior. When moral identity internalization is low, we hypothesize that high moral identity symbolization motivates recognized prosocial behavior due to the opportunity to present one's moral characteristics to others. In contrast, when moral identity internalization is high, prosocial behavior is motivated irrespective of the level of symbolization and recognition. Two studies provide support for this pattern examining volunteering of time. Our results provide a framework for predicting prosocial behavior by combining the 2 dimensions of moral identity with the situational factor of recognition.
Power Distance Belief and Impulsive Buying ZHANG, YINLONG; WINTERICH, KAREN PAGE; MITTAL, VIKAS
Journal of marketing research,
10/2010, Letnik:
47, Številka:
5
Journal Article
Recenzirano
The authors propose that power distance belief (PDB) (i.e., accepting and expecting power disparity) influences impulsive buying beyond other related cultural dimensions, such as ...individualism–collectivism. This research supports an associative account that links PDB and impulsive buying as a manifestation of self-control, such that those with high PDB display less impulsive buying. Furthermore, this effect manifests for vice products but not for virtue products. The authors also find that restraint from temptations can occur automatically for people who have repeated practice (i.e., chronically high PDBs). Taken together, these results imply that products should be differentially positioned as vice or virtue products in accordance with consumers' PDBs.
Purpose - Logos are a critical component of brand aesthetics. Frequently companies redesign their logos, and many redesigns result in more rounded logos. How do such redesigns affect consumers' brand ...attitudes? The purpose of this paper is to explore the role of brand commitment on consumer response to logo shape redesign.Design methodology approach - This research uses a field experiment with 632 respondents and examines two athletic shoe brands: New Balance and Adidas.Findings - The greater the degree of change in the roundedness of a previously angular logo, the more likely it is that strongly committed consumers will evaluate the redesigned logo more negatively (in terms of brand attitude). Such logo evaluations, in turn, mediate the joint effect of logo redesign and commitment on overall brand attitude. Conversely, weakly committed consumers react positively to such changes.Research limitations implications - The literature on aesthetics and brand attitude are combined to show that not all consumers view changes in brand elements such as logos similarly. Strongly committed consumers view these changes negatively; weakly committed consumers view them positively. An information-processing approach provides the underlying theory for this finding. Thus, logo evaluation partially mediates this change in brand attitude, but it does not fully explain the change in brand attitude after exposure to logo redesign.Practical implications - Strong brands gain strength by developing a base of strongly committed customers. Attempts to change brand elements - such as logo redesigns - can affect customers differently depending on whether they are strongly committed, mildly committed, or not committed at all. Thus firms attempting to change brand elements, particularly their logos, should be fully aware of the potentially negative impact on their most important customers - those having the strongest brand commitment.Originality value - To one's knowledge very little research has examined the relationship between logo redesign and brand attitude. Henderson et al.'s call to examine consumer responses to changes in design stimuli is followed. Importantly, the study is the first to show that visual elements of a brand (e.g. logo) can differentially impact consumer response based on brand commitment to such an extent that strongly committed customers react more negatively than weakly committed customers to redesigned logos.
This research investigates when and why consumers purchase products with social costs (e.g., environmental harm). Six studies demonstrate that upper-class consumers are more likely to purchase a ...product with social costs when it has a higher price because they experience greater entitlement, which the authors term the “price entitlement effect,” allowing for purchase justification. In contrast, lower-class consumers do not feel entitled to purchase a product with social costs when it is higher-priced. This effect occurs because upper-class consumers tend to have a greater self-focus, with a higher price entitling them to more resources than others. Consistent with the entitlement mechanism, when egalitarian values are made salient, the price entitlement effect is mitigated, reducing upper-class consumers’ purchase of socially costly products. Notably, the price entitlement effect occurs only when products have social costs rather than for all higher-priced products. However, when the social costs of a product are severe, price entitlement does not sufficiently justify product purchase. This research provides theoretical and practical insights regarding when and why higher price entitles purchase of socially costly products, contributing to research on social class and socially responsible (vs. costly) consumption as well as choice justification.
