Humanizing the Family Business: When Is Communicating Family-Ownership Beneficial?

Four experiments show that communicating family-ownership humanizes a company through activating the schema “family”. Consequently, this enhances consumers’ inferences about the company’s benevolence, which in turn leads to positive effects on consumer responses. Most importantly, however, these advantages vanish when a company’s corporate behavior is incongruent with the activated schema.


Philipp Jaufenthaler and Roland Schroll (2020) ,"Humanizing the Family Business: When Is Communicating Family-Ownership Beneficial?", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 436-437.


Philipp Jaufenthaler, University of Innsbruck, Austria
Roland Schroll, University of Innsbruck, Austria


NA - Advances in Consumer Research Volume 48 | 2020

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