Consumer Suspicion As a Communicational Opportunity in Ethical Consumption

This paper proposes the notion of suspicion, as a unique opportunity for persuasion in ethical consumption. Can suspicion be more efficient than trust for marketers, to achieve persuasion? Information search might be triggered by a certain level of suspicion and give to ethical companies the opportunity to overcome generalized distrust.


Artemis Panigyraki and Dr. CLAUDIA JASMAND (2016) ,"Consumer Suspicion As a Communicational Opportunity in Ethical Consumption", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 752-752.


Artemis Panigyraki, PhD student, Imperial College Business School
Dr. CLAUDIA JASMAND , Assistant Professor in Marketing, Imperial College Business School


NA - Advances in Consumer Research Volume 44 | 2016

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