Ethical consumption is more likely when consumers are receptive to ethical product information and consider such information when making purchasing decisions. Building on communication theory, we ...develop and test a framework illustrating how different consumer values induce contrasting effects on consumers' willingness to choose ethical products through affecting consumer receptiveness to ethical product information.
We present an online survey with 590 US consumers, which was analyzed with covariance-based structural equation modeling (CB-SEM). Results show that altruistic and biospheric consumer values increase consumers' willingness to choose ethical products via trust in ethical advertising and ethical purchase decision involvement. In contrast, egoistic consumer values reduce ethical purchase decision involvement, and ultimately consumers' willingness to choose ethical products. Thus, we illustrate the mechanisms through which contrasting values take effect. Results are discussed in light of theoretical and managerial implications and reemphasize the need for better adaptation of ethical marketing to individual consumer characteristics.
•Consumer receptiveness to ethical information is key to growing ethical consumption.•Consumer values influence consumption choices, but specific effects remain unclear.•We find altruistic & biospheric values raise trust in ethical adverts & involvement.•But, egoistic consumer values reduce ethical purchase decision involvement.•Knowing the effects of opposing motivations helps position ethical products better.
Instagram, a photo and video social networking site, is gaining popularity in the dental world and it is easy to see why this is so. Instagram’s potential to share information in an engaging way ...allows dental professionals to share clinical work and provides a unique way of learning.
Advertising on Instagram has blossomed. Some of this is for self-promotional reasons, for practice building, or for marketing of new techniques and products by manufacturers. One ought to be cautious about the implications of some patients’ quest for ‘dental perfection’. That is especially the case when destructive dentistry is being undertaken by dentists trying to replicate what they have seen on Instagram in potentially much more challenging patients. Some of those demanding patients request very ambitious treatments with sometimes hugely unrealistic expectations. Arguably, Instagram could be the new major trend in dentistry.
Consumers have shown increasing interest in products that reflect social and environmental concerns— so-called "sustainable products." Although consumers typically view sustainability positively, the ...ethical attributes of products do not always drive their preferences, which implies a trade-off between ethical attributes and other valued attributes. In the current research, we examine how consumers implicitly judge products and services that are more or less congruent with social and environmental concerns and how incongruity between ethical claims and a product's nature may influence consumers to behave responsibly. The results from two experimental studies show that increasing the strength of ethical claims impairs sophisticated products' evaluation but enhances simple products' evaluation. Additionally, the findings reveal that the strength of ethicality on sophisticated products may impair perceptions of product enjoyment to a point at which products are evaluated more favorably when less-ethical claims are used to promote them. For managers, the results highlight an important business consideration, as they reveal the circumstances under which it is worth emphasizing the strength of the sustainability appeal of products or services. Results show that not all consumers are willing to sacrifice taste or quality in their leisure time preferring to seize the day rather than saving the world.
PurposeThis paper identifies consumer reactions towards female empowerment in advertising in order to explore the supporting arguments for criticisms of lack of authenticity and the figuring of ...sexist stereotypes.Design/methodology/approachThe authors conducted a multi-case study research with content analysis of 905 coded online comments in a video hosting website towards four femvertising campaigns.FindingsResults indicate that femvertising plays an important role in the emotional connection between women and brands, but consumers may react negatively to femvertising when brands do not show knowledge about the real feminist values, maintaining sexist stereotypes. Consumers also blame companies of hypocrite and exploitation to sell products if there is not authenticity and brand-cause fit.Originality/valueFemvertising appears as a consequence of cultural changes and corporate social responsibility in order to engage women consumers. This paper contributes with explanations to sustain the dichotomic reactions towards femvertising, showing evidence of why some people react favourably and other people react negatively.
Studying consumers' acceptance of the main ethical issues in communication and mainly in advertising has recently been receiving much attention from scholars. It is especially noteworthy when the ...advertising is seen as a technology-driven communication process and should be prepared based on a sense of consumers' social responsibility and moral assent. Using a self-reported questionnaire from 450 parents, this study examines the effects of children abuse, sexual appeals, fear appeals and deceptive advertisements on Jordanian parents' acceptance of ethical advertising. After using the Structural Equation Modeling test, path analysis was used to test the hypothetic relationships employing the Multivariate Regression Models. The study found that sexual appeals and children abuse are the main factors that affect parents' acceptance of ethical advertising in the Jordanian market.
As a result of the coronavirus disease 2019 (COVID-19) pandemic, primary care specialist orthodontic practices have been limited to providing emergency treatment only. This has resulted in a ...cessation of normal face-to-face services and patient advice can only be offered by remote means. A service evaluation was carried out to assess the quality of information published on websites and social media pages of specialist orthodontic practices in London, against General Dental Council guidance on communication and advertising and the British Orthodontic Society (BOS) COVID-19 specific guidance for orthodontics in primary care in relation to Coronavirus Disease 2019 (COVID-19) pandemic. This study also aimed to provide a gold standard template for orthodontic practices to aid in the delivery of information on a digital platform during the current (COVID-19) pandemic and future possible spikes.
All orthodontic practices providing care in the London region were identified from a CQC Database and subsequently checked against predetermined criteria based on the BOS guidance and the GDC Guidance on Ethical Advertising.
Of the 83 orthodontic practices sampled; 78 had a website of which 18 (23.1%) were non-compliant with GDC guidance. Facebook pages were identified for 62 orthodontic practices. 17 practices did not provide any update in relation to the COVID-19 pandemic. This was more frequently carried out on practice websites (78.2%) compared to Facebook pages (33.9%). A number of practices were identified as having novel strategies to manage communication during the COVID-19 pandemic.
Variation was observed in information published by practices despite the regularly updated, blanket information provided by the BOS. Communication may have been delivered by a different means during the pandemic which this study did not account for. In addition, the sampling method may not have identified all practices within the London region, however the sample size seems appropriate to draw meaningful conclusions. The checklist created should help improve the delivery of future information.
Social Science; Orthodontic practice; COVID-19; Pandemic; Digital Marketing; Ethical advertising; SARS-Cov-2.
Developing trust in a product, brand or company is a significant part of building a successful consumer-company relationship. Two-way communication is one of the main factors weighing on the level of ...consumer trust. Advertising as a communication tool that elicits lots of attention and emotions is a big part of the trust building process. Its character—whether socially responsible or controversial sets a tone for the communication and influences the receptiveness of the message. Companies undertake various efforts to make their messages more attractive to recipients and seek new ways to attract customers’ attention. Many companies experiment with unconventional and controversial advertising designs and tones, as it seems that there is some level of social acceptance for original, emotional and shocking marketing messages. This paper aims to analyze this level of the social acceptance in more detail. The study focuses on the following marketing dilemma: Should companies continue to use socially responsible advertising or should they adopt more controversial or even unethical strategies? The managers of 626 enterprises were interviewed to find out the answer. The research compares controversial advertising efforts with consumers’ evaluations of the messages to which they are exposed.
Nowadays, trust is an important determinant in the development of modern organizations. Not only is it becoming an increasingly important element of relationships between entities, but, above all, it ...positively influences the building of an organization's intellectual capital. This capital can be defined in different ways, but its definition always references elements that determine the potential of sustainable organizations, often in human, social, relational, organizational, and innovation dimensions. Trust is increasingly becoming the key determinant of this capital (Ko?uch, Lenart-Gansiniec, 2017). Trust also has a number of different definitions. However, the basis of many of these definitions is the building of relationships focused on developing some kind of individual or inter-organizational link. Organizational trust is a complicated concept, and it is the basis of all organized activities performed by people in the organization, largely because trust is needed to develop relationships with integrity and commitment. Thus, it is interesting to study the relationship between trust and the building of the intellectual capital of sustainable organizations. Indeed, intellectual capital plays a special role here. It is a guide and a platform for achieving not only a competitive advantage for the sustainable organization, but also a source of value creation in the short and long term. Thus, this strategic hybrid, composed of a business model, strategy, and business processes, is favorable to the development of intellectual capital (Jab?o?ski 2017). Trust is an element that ties this capital to relationships in business. Moreover, it has an integrated character (R.C. Mayer, J. H. Davis, F. D. Schoorman 1995). Assuming that, nowadays, the network paradigm is becoming increasingly important, it is worth asking how the mechanism of building trust-based intellectual capital in a sustainable organization functions as its key asset in the network environment.
Marketing to different Asian communities R. Massey, Graham; S. Waller, David; Z. Wang, Paul ...
Asia Pacific journal of marketing and logistics,
01/2013, Letnik:
25, Številka:
1
Journal Article
Recenzirano
Purpose – The purpose of this paper is to show that culture has differential effects on purchase intent, using respondents from four very different cultural groups within Indonesia, and two different ...advertisements (one ethical, another unethical). Design/methodology/approach – The study uses survey methods and a highly structured questionnaire to collect data from respondents in four cultural groups. In total, 100 responses were received from each of these groups within Indonesia (Bali, Batak, Java, and Minang). Data were analyzed using partial least squares. Findings – The results suggest that when advertising to culturally conservative groups, caution is required. Such groups have lower purchase intent when they do not like the advertisement. Moreover, other variables such as attitude towards the advertiser may become salient drivers of purchase intent for such groups if the advertisement is perceived to be unethical. Importantly, neither of these factors are salient for more permissive cultures, regardless of whether the advertisement is perceived to be ethical or unethical. In addition the authors identify a set of “universal paths” by which advertisement-related factors, and company-related factors indirectly influence purchase intent for both permissive and conservative cultures, regardless of the perceived ethicality of the advertisement. Research limitations/implications – The research uses four samples, with 100 respondents per group. Future research could verify these results using larger samples. In addition, the study only uses low involvement consumer products, hence future research could test the model on higher involvement products. Practical implications – Managers should test their advertising messages on target audiences to assess whether they are likeable, as advertisement likeability can influence purchase intent. In addition, whilst factors such as ethicality (and likeability, and attitude towards the advertiser) tend to not affect purchase intent directly except in specific circumstances, these antecedent variables do have strong effects on each other via the universal paths. Originality/value – This is the first study which has examined the effects of ethical/unethical advertisements across four different cultures in Indonesia. The results also reveal an important set of relationships between the model variables, which the authors refer to as the “universal paths.” These paths have important implications for advertisers and their clients in their attempts to build brand equity and increase purchase intent.
PDF
