The current research investigates how religiosity can influence unethicality in a consumption context. In particular, considering the link between extrinsic religious orientations and unethicality, this research clarifies why and when extrinsic religiosity leads to unethical decisions. Across two studies, findings show that ethnocentrism is both a mediator and a moderator of the effects of extrinsic religiosity on consumers’ ethical judgments. This is because extrinsic religiosity leads to ethnocentrism, and in-group loyalty manifested through ethnocentrism increases support for unethical consumer actions, thus (...) establishing ethnocentrism as a mediator. At the same time, different levels of ethnocentrism can also influence how extrinsic religiosity leads to supporting unethical consumption via self-righteousness, thus establishing ethnocentrism as a moderator. The findings from this research have significant implications for diverse stakeholders who have an interest in religiosity and consumer behavior. (shrink)

This study synthesizes research on evolutionary psychology, emotional appeals, and viral advertising in order to develop a novel perspective on how sustainable luxury brands can be effectively promoted on social media. The results of two experiments show that the emotional appeals of pride and gratitude increase consumer intentions to spread electronic word-of-mouth about sustainable luxury brands via two discrete mechanisms. Study 1 establishes that featuring the pride appeal increases eWOM intentions by heightening the luxury dimension of sustainable luxury brands, whereas (...) featuring the gratitude appeal increases eWOM intentions by heightening the sustainability dimension of sustainable luxury brands. Study 2 shows that these discrete effects of emotional appeals influence consumers to adopt different types of eWOM behaviors toward sustainable luxury brands. Specifically, the pride appeal increases consumer intentions to broadcast eWOM via status attainment motives. In contrast, the gratitude appeal increases consumer intentions to narrowcast eWOM via affiliation seeking motives. The findings offer novel theoretical insights and provide managers with tools to promote sustainable luxury brands in a digital environment. (shrink)

Lesbian, Gay, Bisexual, Transgender, and Queer/Questioning (LGBTQ) inclusion in advertising is important from a marketing ethics perspective and many brands have implemented marketing campaigns that feature LGBTQ-related themes. However, certain segments of society, such as some (but not all) religious consumers, are resistant to LGBTQ-themed advertisements. Does religiosity undermine or enhance support for brands that use these types of advertisements? This research aims to answer this question and reports the findings of two studies that examine the role of religiosity in (...) relation to consumers’ responses to LGBTQ-themed advertising. The results show that, among the various religious orientations, intrinsic religiosity generally leads to negative attitudes for brands that use LGBTQ themes in advertisements. Feelings of disgust mediate these effects. However, not all forms of religiosity are detrimental to the efficacy of LGBTQ-themed advertising. Quest religiosity leads to positive attitudes for brands that use these types of advertisements. Furthermore, the negative impact of intrinsic religiosity on consumers’ responses to LGBTQ-themed advertising can be mitigated by portraying gay and lesbian individuals in inspiring roles in advertisements. Such ‘inspirational’ LGBTQ advertisements generate feelings of awe leading to positive brand attitudes among both intrinsic religiosity-oriented consumers and quest religiosity-oriented consumers. Hence, the findings provide managerial insights on how to develop LGBTQ-themed advertisements that promote inclusivity, are consistent with societal trends of greater acceptance of sexual orientation diversity, and concurrently appeal to both intrinsic religiosity-oriented consumers and quest religiosity-oriented consumers. (shrink)

This research examines the necessary condition of emotions in predicting consumer ethical decision-making, using a new multiplicative method for identifying and measuring the necessary condition in data sets—Necessary Condition Analysis (NCA). Based on a sample of over four hundred individuals, and combining three different consumption scenarios involving ethical issues, our findings demonstrate that emotions are a necessary condition for consumer ethical decisions and behaviours. In addition, the results show that higher levels of consumer ethical decisions can only be achieved if (...) happiness, gladness and satisfaction increase towards a minimum level of necessity. The findings provide empirical support for the essential role of emotions in predicting consumer ethical decision-making. Furthermore, this research identifies the emotional thresholds without which ethical choices cannot occur and then explains why individuals sometimes behave ethically but other times do not. In addition, this is a first contribution applying NCA to consumer ethics. (shrink)

In the era of consumer distrust of corporations, transparency is becoming a must rather than an option. While prior research has explored why businesses should disclose their costs and how consumers may react to such cost transparency, it is still unclear how marketers can best communicate cost transparency. The present research offers a practical examination of how and when cost transparency is effective, specifically, by examining the moderating role of authentic and hubristic pride on the effectiveness of cost transparency. Across (...) two experimental studies, the effectiveness of cost transparency is leveraged using authentic pride, whereas hubristic pride decreases it. Further, we empirically demonstrate the mediating role of moral elevation. Overall, the results demonstrate that marketing messages that elicit authentic pride can increase the effectiveness of cost transparency. Hence, the current research highlights how marketers and brands can effectively combine specific emotional appeals with cost transparency to obtain favorable consumer evaluations. (shrink)