11-S: When Do Ethical Consumers Elicit Inspiration Instead of Denigration?
This work identifies a boundary condition under which ethically motivated consumers elicit positive responses from observers, rather than typically negative ones. We show that exemplars have the potential to harvest applause and can inspire others to emulate, but only if there is sufficient psychological distance between themselves and potential observers.
Claire Brouwer, Jan Willem Bolderdijk, and Gert Cornelissen (2017) ,"11-S: When Do Ethical Consumers Elicit Inspiration Instead of Denigration?", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1016-1016.
Claire Brouwer, Universitat Pompeu Fabra, Spain
Jan Willem Bolderdijk, University of Groningen, The Netherlands
Gert Cornelissen, Universitat Pompeu Fabra, Spain
NA - Advances in Consumer Research Volume 45 | 2017
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
Walking the Thin Edge: The Dark Side of Brand Communities and Collecting
Emily Chung, RMIT University
Marcia Christina Ferreira, Brunel University
daiane scaraboto, Pontificia Universidad Católica de Chile
H5. Being Looked Up or Being Looked Down? The Divergent Effects of Camera Angle on Nonanthropomorphized and Anthropomorphized Product in Ads
Changchun Xuan, Xiamen University
Rui Chen, Xiamen University
Jing Jiang, Suzhou Broadcasting System
Bin Yu, Tsingtao Brewery Company Limited
Jingjia Peng, Icartoon Culture & Media Corporation ltd
Shengdong Lin, Xiamen University