Materialism and Ethical Consumption: the Moderating Role of Ad Appeal and Product Type

Yuhosua Ryoo, The University of Texas at Austin, USA
Nakyong Hyun, Korea University, South Korea
Yongjun Sung, Korea University, South Korea
Inna Chechelnytska, Korea University, South Korea
Current research investigates the way to increase ethical consumption among materialistic consumers with the moderating role of advertising appeal and product type. The result revealed that consumers with high materialism showed more positive ad attitude and purchase intention to self-benefit advertising appeal for hedonic products than consumers with low materialism.
[ to cite ]:
Yuhosua Ryoo, Nakyong Hyun, Yongjun Sung, and Inna Chechelnytska (2015) ,"Materialism and Ethical Consumption: the Moderating Role of Ad Appeal and Product Type", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 805-805.