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
Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough
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Vincent Chi Wong, Lingnan University
Robert Wyer Jr., University of Cincinnati, USA
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Dovile Barauskaite, ISM University of Management and Economics
Justina Gineikiene, ISM University of Management and Economics
Bob Fennis, University of Groningen, The Netherlands