Wayne Johnson, Guilherme A. Ramos, Eric M. VanEpps, Jesse Graham
We set forth an agenda for Moral Foundations Theory (MFT) research in consumer psychology, focusing in particular on four pathways: (1) factoring in multiple identities, including moral identities, to account for contextual elevation or suppression of moral foundations in predicting which decisions consumers moralize and when; (2) broadening the methodological usage of MFT to include more targeted causal research as well as expanding the utility of correlational research; (3) increasing discriminant validity between MFT and other constructs by studying moral foundations as individually manipulable and focusing on their incremental predictive validity over and above demographics and related constructs; and (4) recognizing that researcher biases regarding morality can leak into the publication process, necessitating clear distinctions between prescriptive versus descriptive research. These pathways facilitate more precise and stronger predictive validity for applying MFT in consumer psychology, yielding greater theoretical and practical utility across researcher perspectives.
{"title":"Refining and expanding applications of Moral Foundations Theory in consumer psychology","authors":"Wayne Johnson, Guilherme A. Ramos, Eric M. VanEpps, Jesse Graham","doi":"10.1002/jcpy.1442","DOIUrl":"10.1002/jcpy.1442","url":null,"abstract":"<p>We set forth an agenda for Moral Foundations Theory (MFT) research in consumer psychology, focusing in particular on four pathways: (1) factoring in multiple identities, including moral identities, to account for contextual elevation or suppression of moral foundations in predicting <i>which</i> decisions consumers moralize and <i>when</i>; (2) broadening the methodological usage of MFT to include more targeted causal research as well as expanding the utility of correlational research; (3) increasing discriminant validity between MFT and other constructs by studying moral foundations as individually manipulable and focusing on their incremental predictive validity over and above demographics and related constructs; and (4) recognizing that researcher biases regarding morality can leak into the publication process, necessitating clear distinctions between prescriptive versus descriptive research. These pathways facilitate more precise and stronger predictive validity for applying MFT in consumer psychology, yielding greater theoretical and practical utility across researcher perspectives.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":null,"pages":null},"PeriodicalIF":4.0,"publicationDate":"2024-09-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/jcpy.1442","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142256268","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Disease detection is critical throughout the consumer lifecycle. Effective communication not only influences consumers' motivation to participate in disease detection but also has a significant impact on prevention outcomes. While previous literature has examined the effectiveness of the gain frame versus the loss frame in motivating detection behaviors, existing studies have produced mixed results, with the underlying psychological process remaining unclear. The present research sheds light on these issues by examining the moderating role of age. Across four experiments, we demonstrate the interactive effects of age and message framing on the effectiveness of health communication advocating disease detection for prevention. We find that as age increases, gain‐framed disease detection appeals become more persuasive than loss‐framed appeals, and that information diagnosticity is one psychological mechanism driving this effect. This research contributes to the literature on framing effects, age differences in information processing, and health compliance persuasion. Our findings also provide insights into how to engage consumers of different ages in disease detection and subsequently enable better prevention and intervention.
{"title":"Message framing to enhance consumer compliance with disease detection communication for prevention: The moderating role of age","authors":"Yuting Pang, Lili Wang, Fangyuan Chen","doi":"10.1002/jcpy.1436","DOIUrl":"https://doi.org/10.1002/jcpy.1436","url":null,"abstract":"Disease detection is critical throughout the consumer lifecycle. Effective communication not only influences consumers' motivation to participate in disease detection but also has a significant impact on prevention outcomes. While previous literature has examined the effectiveness of the gain frame versus the loss frame in motivating detection behaviors, existing studies have produced mixed results, with the underlying psychological process remaining unclear. The present research sheds light on these issues by examining the moderating role of age. Across four experiments, we demonstrate the interactive effects of age and message framing on the effectiveness of health communication advocating disease detection for prevention. We find that as age increases, gain‐framed disease detection appeals become more persuasive than loss‐framed appeals, and that information diagnosticity is one psychological mechanism driving this effect. This research contributes to the literature on framing effects, age differences in information processing, and health compliance persuasion. Our findings also provide insights into how to engage consumers of different ages in disease detection and subsequently enable better prevention and intervention.","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":null,"pages":null},"PeriodicalIF":4.8,"publicationDate":"2024-09-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142207976","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Recent technological advancements have empowered nonhuman entities, such as virtual assistants and humanoid robots, to simulate human intelligence and behavior. This paper investigates how autonomous agents influence individuals' perceptions and behaviors toward others, particularly human employees. Our research reveals that the socio‐emotional capabilities of autonomous agents lead individuals to attribute a humanlike mind to these nonhuman entities. Perceiving a high level of humanlike mind in the nonhuman, autonomous agents affects perceptions of actual people through an assimilation process. Consequently, we observe “assimilation‐induced dehumanization”: the humanness judgment of actual people is assimilated toward the lower humanness judgment of autonomous agents, leading to various forms of mistreatment. We demonstrate that assimilation‐induced dehumanization is mitigated when autonomous agents possess capabilities incompatible with humans, leading to a contrast effect (Study 2), and when autonomous agents are perceived as having a high level of cognitive capability only, resulting in a lower level of mind perception of these agents (Study 3). Our findings hold across various types of autonomous agents (embodied: Studies 1–2 and disembodied: Studies 3–5), as well as in real and hypothetical consumer choices.
{"title":"AI‐induced dehumanization","authors":"Hye‐young Kim, Ann L. McGill","doi":"10.1002/jcpy.1441","DOIUrl":"https://doi.org/10.1002/jcpy.1441","url":null,"abstract":"Recent technological advancements have empowered nonhuman entities, such as virtual assistants and humanoid robots, to simulate human intelligence and behavior. This paper investigates how autonomous agents influence individuals' perceptions and behaviors toward others, particularly human employees. Our research reveals that the socio‐emotional capabilities of autonomous agents lead individuals to attribute a humanlike mind to these nonhuman entities. Perceiving a high level of humanlike mind in the nonhuman, autonomous agents affects perceptions of actual people through an assimilation process. Consequently, we observe “assimilation‐induced dehumanization”: the humanness judgment of actual people is assimilated toward the lower humanness judgment of autonomous agents, leading to various forms of mistreatment. We demonstrate that assimilation‐induced dehumanization is mitigated when autonomous agents possess capabilities incompatible with humans, leading to a contrast effect (Study 2), and when autonomous agents are perceived as having a high level of cognitive capability only, resulting in a lower level of mind perception of these agents (Study 3). Our findings hold across various types of autonomous agents (embodied: Studies 1–2 and disembodied: Studies 3–5), as well as in real and hypothetical consumer choices.","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":null,"pages":null},"PeriodicalIF":4.8,"publicationDate":"2024-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142207975","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Consumer demand for size‐inclusive fashion is growing, including the call for clothing to be modeled in larger sizes. This call has prompted brands to decide how to model their clothing, in particular, on category pages (i.e., webpages where consumers compare different items). Should brands use varied model sizing, where clothing is presented using models of various sizes? Or should brands use traditionally thin models who are the same nonvaried model size? This research explores female consumers' responses to varied model sizing. Across five studies, we demonstrate a model‐sizing dilemma where female consumers rate impressions of brand values higher but rate shopping ease lower when brands use varied rather than nonvaried model sizing. We show the decrease in shopping ease is driven by lower perceptions of organization during the shopping experience. Importantly, we find that this dilemma can be mitigated by displaying varied model sizing in a more organized manner using hover and filter features.
{"title":"The model‐sizing dilemma: The use of varied female model sizes helps the impressions of brand values but hurts shopping ease","authors":"Jennifer K. D'Angelo, Gretchen R. Ross","doi":"10.1002/jcpy.1443","DOIUrl":"https://doi.org/10.1002/jcpy.1443","url":null,"abstract":"Consumer demand for size‐inclusive fashion is growing, including the call for clothing to be modeled in larger sizes. This call has prompted brands to decide how to model their clothing, in particular, on category pages (i.e., webpages where consumers compare different items). Should brands use varied model sizing, where clothing is presented using models of various sizes? Or should brands use traditionally thin models who are the same nonvaried model size? This research explores female consumers' responses to varied model sizing. Across five studies, we demonstrate a model‐sizing dilemma where female consumers rate impressions of brand values <jats:italic>higher</jats:italic> but rate shopping ease <jats:italic>lower</jats:italic> when brands use varied rather than nonvaried model sizing. We show the decrease in shopping ease is driven by lower perceptions of organization during the shopping experience. Importantly, we find that this dilemma can be mitigated by displaying varied model sizing in a more organized manner using hover and filter features.","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":null,"pages":null},"PeriodicalIF":4.8,"publicationDate":"2024-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142207977","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Yanfen (Cindy) You, Lili Wang, Xiaojing Yang, Na Wen
Repeat consumption, a common aspect of consumers' daily lives, often results in hedonic adaptation such as satiation or boredom. In line with a growing body of research exploring methods to alleviate hedonic adaptation, this research proposes and finds that creative thinking can effectively reduce hedonic adaptation. Through five experiments conducted across various consumption contexts (music listening, video watching, photograph viewing, snack eating), we show that creative thinking reduces hedonic adaptation by fostering cognitive flexibility during repeat consumption (e.g., enjoying the same photograph from different aspects across repetitions). Supporting this underlying mechanism, the mitigating effect of creative thinking on hedonic adaptation attenuates when consumers' cognitive flexibility is constrained, or when the product itself possesses sufficient complexity that naturally encourages cognitive flexibility over repetitions. Overall, this research sheds light on how creative thinking helps alleviate hedonic adaptation in repeat consumption, with implications for marketing managers and practitioners.
{"title":"Alleviating hedonic adaptation in repeat consumption with creative thinking","authors":"Yanfen (Cindy) You, Lili Wang, Xiaojing Yang, Na Wen","doi":"10.1002/jcpy.1439","DOIUrl":"https://doi.org/10.1002/jcpy.1439","url":null,"abstract":"Repeat consumption, a common aspect of consumers' daily lives, often results in hedonic adaptation such as satiation or boredom. In line with a growing body of research exploring methods to alleviate hedonic adaptation, this research proposes and finds that creative thinking can effectively reduce hedonic adaptation. Through five experiments conducted across various consumption contexts (music listening, video watching, photograph viewing, snack eating), we show that creative thinking reduces hedonic adaptation by fostering cognitive flexibility during repeat consumption (e.g., enjoying the same photograph from different aspects across repetitions). Supporting this underlying mechanism, the mitigating effect of creative thinking on hedonic adaptation attenuates when consumers' cognitive flexibility is constrained, or when the product itself possesses sufficient complexity that naturally encourages cognitive flexibility over repetitions. Overall, this research sheds light on how creative thinking helps alleviate hedonic adaptation in repeat consumption, with implications for marketing managers and practitioners.","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":null,"pages":null},"PeriodicalIF":4.8,"publicationDate":"2024-08-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142207978","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Holly S. Howe, Hillary J. D. Wiener, Tanya L. Chartrand
If you are having a hard day, what can someone else do to help you feel better? Maybe they could verbally comfort you or maybe they could give you a small gift. In seven studies, including an in‐person real gifting study, we find that receiving a small material gift, such as a candy bar or flowers, improves receivers' affect more than a supportive conversation with a close other does. We investigate the mechanism for this effect and find that support receivers perceive a gift to be a larger sacrifice than a conversation. This occurs because gifts seem more receiver‐focused (i.e., actions done solely to benefit the receiver) than do conversations. This difference in perceived sacrifice makes gifts (vs. conversations) more effective at promoting emotional recovery.
{"title":"Money can buy me love: Gifts are a more effective form of acute social support than conversations","authors":"Holly S. Howe, Hillary J. D. Wiener, Tanya L. Chartrand","doi":"10.1002/jcpy.1438","DOIUrl":"https://doi.org/10.1002/jcpy.1438","url":null,"abstract":"If you are having a hard day, what can someone else do to help you feel better? Maybe they could verbally comfort you or maybe they could give you a small gift. In seven studies, including an in‐person real gifting study, we find that receiving a small material gift, such as a candy bar or flowers, improves receivers' affect more than a supportive conversation with a close other does. We investigate the mechanism for this effect and find that support receivers perceive a gift to be a larger sacrifice than a conversation. This occurs because gifts seem more receiver‐focused (i.e., actions done solely to benefit the receiver) than do conversations. This difference in perceived sacrifice makes gifts (vs. conversations) more effective at promoting emotional recovery.","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":null,"pages":null},"PeriodicalIF":4.8,"publicationDate":"2024-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142207979","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Cammy Crolic, Peter Pal Zubcsek, Andrew T. Stephen, Gillian Brooks
Social platforms facilitate the daily interactions of billions of people globally. Prior research generally concludes that social platforms negatively affect people's welfare. This research reopens this debate by using a robust methodology to examine the time series effects of social platform use on users' subjective well‐being, psychological well‐being, physical health, and financial security. We report a 6‐month longitudinal study of 1029 adults. Participants' daily time using social platforms on their mobile device was unobtrusively tracked and their well‐being was measured every 2 weeks. The findings suggest a small, positive effect of time spent using social platforms on both subjective well‐being and psychological well‐being (but no significant effects on physical health or financial security). Further, it is time spent using social platforms that facilitate interactions with intimate/close ties, that is correlated with positive subjective and psychological well‐being.
{"title":"Social platform use and psychological well‐being","authors":"Cammy Crolic, Peter Pal Zubcsek, Andrew T. Stephen, Gillian Brooks","doi":"10.1002/jcpy.1437","DOIUrl":"https://doi.org/10.1002/jcpy.1437","url":null,"abstract":"Social platforms facilitate the daily interactions of billions of people globally. Prior research generally concludes that social platforms negatively affect people's welfare. This research reopens this debate by using a robust methodology to examine the time series effects of social platform use on users' subjective well‐being, psychological well‐being, physical health, and financial security. We report a 6‐month longitudinal study of 1029 adults. Participants' daily time using social platforms on their mobile device was unobtrusively tracked and their well‐being was measured every 2 weeks. The findings suggest a small, positive effect of time spent using social platforms on both subjective well‐being and psychological well‐being (but no significant effects on physical health or financial security). Further, it is time spent using social platforms that facilitate interactions with intimate/close ties, that is correlated with positive subjective and psychological well‐being.","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":null,"pages":null},"PeriodicalIF":4.8,"publicationDate":"2024-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142226540","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Hyunjung Crystal Lee, Susan M. Broniarczyk, Jianqing (Frank) Zheng
Shteynberg's (Journal of Consumer Psychology, 2024) work on collective consciousness offers unique and meaningful insights into consumer behavior by emphasizing a “we-representation” that is comprised not of a self-aware “I” and an external “you” but rather complete immersion as a unified “we”. In this commentary, we situate collective consciousness within existing social presence research in consumer behavior and discuss its potential to expand the scope of social presence research. Specifically, we utilize a social presence framework that highlights the type of co-presence (in-person vs. virtual) and the extent of interactivity (interactive vs. passive) discussing the psychological mechanisms and linkage to collective consciousness. In addition to discussing shared consumption and shared decision-making, we assess the implications of collective consciousness for consumer contexts facilitated by virtual technologies: fake news, live streaming, virtual reality, cryptocurrencies, and crowdfunding. We conclude by highlighting future avenues for integrating collective consciousness into consumer psychology research.
{"title":"Mapping collective consciousness to consumer research: In-person to virtual social presence","authors":"Hyunjung Crystal Lee, Susan M. Broniarczyk, Jianqing (Frank) Zheng","doi":"10.1002/jcpy.1435","DOIUrl":"10.1002/jcpy.1435","url":null,"abstract":"<p>Shteynberg's (<i>Journal of Consumer Psychology</i>, 2024) work on collective consciousness offers unique and meaningful insights into consumer behavior by emphasizing a “we-representation” that is comprised not of a self-aware “I” and an external “you” but rather complete immersion as a unified “we”. In this commentary, we situate collective consciousness within existing social presence research in consumer behavior and discuss its potential to expand the scope of social presence research. Specifically, we utilize a social presence framework that highlights the type of co-presence (in-person vs. virtual) and the extent of interactivity (interactive vs. passive) discussing the psychological mechanisms and linkage to collective consciousness. In addition to discussing shared consumption and shared decision-making, we assess the implications of collective consciousness for consumer contexts facilitated by virtual technologies: fake news, live streaming, virtual reality, cryptocurrencies, and crowdfunding. We conclude by highlighting future avenues for integrating collective consciousness into consumer psychology research.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":null,"pages":null},"PeriodicalIF":4.0,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/jcpy.1435","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141867983","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
We build on the construct of collective consciousness, which reflects a view that a person can see the self as the subject that is attending, experiencing, or acting as a unitary collective agent, that is, from the perspective of “we” as opposed to “I.” Shteynberg (Journal of Consumer Psychology, 2024) proposes that collective consciousness can foster mutual trust and cooperation, thus having positive implications for both individuals and society. In this commentary, we discuss what the construct of collective consciousness might have to offer consumer researchers by considering when collective consciousness could be relevant in consumer contexts, its key psychological consequences, and how this theory could potentially build upon and interact with existing frameworks in consumer psychology. In addition, we consider some potential negative consequences of collective consciousness and point to potentially fruitful directions for future consumer research.
{"title":"Collective consciousness and consumer behavior","authors":"Katherine White, William Wang, Karl Aquino","doi":"10.1002/jcpy.1433","DOIUrl":"10.1002/jcpy.1433","url":null,"abstract":"<p>We build on the construct of collective consciousness, which reflects a view that a person can see the self as the subject that is attending, experiencing, or acting as a unitary collective agent, that is, from the perspective of “we” as opposed to “I.” Shteynberg (<i>Journal of Consumer Psychology</i>, 2024) proposes that collective consciousness can foster mutual trust and cooperation, thus having positive implications for both individuals and society. In this commentary, we discuss what the construct of collective consciousness might have to offer consumer researchers by considering when collective consciousness could be relevant in consumer contexts, its key psychological consequences, and how this theory could potentially build upon and interact with existing frameworks in consumer psychology. In addition, we consider some potential negative consequences of collective consciousness and point to potentially fruitful directions for future consumer research.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":null,"pages":null},"PeriodicalIF":4.0,"publicationDate":"2024-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/jcpy.1433","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141783941","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The use of influencer marketing campaigns has increased exponentially in recent years as brands have embraced such campaigns in order to capitalize on the relationships that social media influencers (SMIs) have built with their followers as a means of increasing brand awareness and sales. Although influencer marketing is extensively utilized in practice, much is still unknown about the effects of these campaigns, including potential downsides and audience‐level variables that could moderate their success. In the current research, we find that partnering with SMIs is perceived as a norm violation for consumers with a high brand attachment, negatively impacting consumption intentions. Across five studies, we show that social media posts originating from an SMI, as opposed to the brand, lead to lower purchase intentions and willingness to pay for consumers with a high brand attachment. Additionally, we consider several moderators to this effect, including the salience of the sponsorship and consumers' attachment to the SMI. We also provide process evidence by documenting that perceptions of a norm violation mediate these effects.
{"title":"Unfaithful brands: How brand attachment can lead to negative responses to influencer marketing campaigns","authors":"Kara Bentley, Priyali Rajagopal, Katina Kulow","doi":"10.1002/jcpy.1432","DOIUrl":"https://doi.org/10.1002/jcpy.1432","url":null,"abstract":"The use of influencer marketing campaigns has increased exponentially in recent years as brands have embraced such campaigns in order to capitalize on the relationships that social media influencers (SMIs) have built with their followers as a means of increasing brand awareness and sales. Although influencer marketing is extensively utilized in practice, much is still unknown about the effects of these campaigns, including potential downsides and audience‐level variables that could moderate their success. In the current research, we find that partnering with SMIs is perceived as a norm violation for consumers with a high brand attachment, negatively impacting consumption intentions. Across five studies, we show that social media posts originating from an SMI, as opposed to the brand, lead to lower purchase intentions and willingness to pay for consumers with a high brand attachment. Additionally, we consider several moderators to this effect, including the salience of the sponsorship and consumers' attachment to the SMI. We also provide process evidence by documenting that perceptions of a norm violation mediate these effects.","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":null,"pages":null},"PeriodicalIF":4.8,"publicationDate":"2024-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141744612","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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