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

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.


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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 805-805.


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


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses

Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University

Read More


Inequality and Market (In)efficiency

Serena Hagerty, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More


Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users

Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.