What’s in a (First) Name? Personized Advertising Messages Enhance Consumer Perceived Ethicality
Bibliographic Data
| ID | 21422956 |
|---|---|
| Authors | Felix Septianto (0000-0002-7487-761X, University of Queensland, St. Lucia, Australia), Widya Paramita (0000-0002-8432-1586, Universitas Gadjah Mada, Yogyakarta, Indonesia), Sheng Ye (0000-0002-3897-4279, East China University of Science and Technology, Shanghai, China, corresponding author) |
| Year | 2023 |
| Volume | 52 |
| Issue | 2 |
| Pages | 179-192 |
| Publication date | 2023-03-15 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0091-3367 • E-ISSN: 1557-7805 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/00913367.2021.1990810 |
| OpenAlex | W3212099983 |
| Language | EN |
| References cited | 54 |
Despite the significance of consumer perceived ethicality (CPE) in the current business world, it remains unclear how companies can foster CPE among consumers. The present research investigates the potential of personizing a stakeholder (e.g., an employee or a supplier) by incorporating the person’s first name in advertising messages. Across four experimental studies, this research shows how personized advertising messages can increase CPE when consumers perceive a high degree of social connectedness between a company and its employees or suppliers. The findings of this research add to the understanding of CPE and further offer practical implications for advertisers in developing effective strategies to foster CPE
Advertising · Business · Social connectedness · Consumer Behavior in Brand Consumption and Identification · Ethics in Business and Education · Marketing · Psychology · Psychology of Social Influence · Social Psychology
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Dimensions of Brand Personality
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Managing for stakeholders, stakeholder utility functions, and competitive advantage
The “I Designed It Myself” Effect in Mass Customization
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Celebrity vs. Influencer endorsements in advertising
Establishing a causal chain
How does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality
Probable Cause
Humanizing Products with Handwritten Typefaces
| Highly cited | No |
|---|