Suchergebnisse

Abstract
In a series of four experiments, the authors examine the implications of one consumer's possession being mimicked by another consumer. The results demonstrate that when distinctiveness concerns are heightened, greater dissociation responses (i.e., possession disposal intentions, recustomization behaviors, and exchange behaviors) arise in response to being mimicked by a similar as opposed to dissimilar other. These effects are driven by threats to distinctiveness. Finally, these effects are mitigated when the imitated possession is nonsymbolic in nature and when a low degree of effort is exerted to initially obtain the possession. Implications for marketers and consumers are discussed.

Abstract
The current research examines the conditions under which consumers demonstrate associative versus dissociative responses to identity-linked products as a consequence of a social identity threat. Across four studies, the authors test the notion that reactions to social identity threat may be moderated by self-construal by examining subcultural differences in ethnic background, priming self-construal, and investigating cross-national differences in cultural background. Those with more independent self-construals tend to avoid identity-linked products when that identity is threatened versus not threatened. Those with more interdependent self-construals, in contrast, demonstrate more positive preferences for identity-linked products when that aspect of social identity is threatened. These effects arise because, while independents are motivated to restore positive self-worth when a social identity is threatened, interdependents access a repertoire of social identities to fulfill belongingness needs when threatened.

Much of what ends up in our landfills is recyclable material, exposing the urgent need to understand the psychological processes behind recycling behavior. Results from four studies suggest that consumers often trash well-known recyclable products due to the product being erroneously categorized as trash after it has been distorted (e.g., paper after it has been cut, torn, or crumpled). However, this categorization error can be somewhat mitigated by the presence of signage depicting the different distorted forms the recyclable product can take. Through prompting, consumers are able to correctly categorize a recyclable product when disposing of it, regardless of the level of distortion. These results provide an explanation for, and potential solution to, the issue of recyclable materials making their way into our landfills every day.

AbstractConsumers frequently encounter moral violations (e.g., financial scandal, cheating, and corruption) in their daily lives. Yet little is known about how exposure to moral violations may affect consumer choice. By synthesizing insights from research on social order and conformity, we suggest that mere exposure to others' immoral behaviors heightens perceived threat to social order, which increases consumers' endorsement of conformist attitudes and hence their preferences for majority-endorsed choices in subsequently unrelated consumption situations. Five studies conducted across different experimental contexts and different product categories provided convergent evidence showing that exposure to moral violations increases consumers' subsequent conformity in consumption. Moreover, the effect disappears (a) when the moral violator has already been punished by third parties (study 4) and (b) when the majority-endorsed option is viewed as being complicit with the moral violation (study 5). This research not only demonstrates a novel downstream consequence of witnessing moral violations on consumer choice but also advances our understanding of how conformity can buffer the negative psychological consequences of moral violations and how moral considerations can serve as an important basis for consumer choice.