Beyond Inspiration Porn

Effects of Message Framing on Brand Authenticity and Community Support in Marketing Disabled Athletes

Bibliographic Data

ID21465645
AuthorsNamkyeong Jang (0009-0004-8238-1819, Pai Chai University), Dae Hee Kwak (0000-0002-1954-5938, University of Michigan, corresponding author)
Year2026
Volume204
Issue4
Pages755-770
Publication date2026-04-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Business Ethics (JOURNAL)
Journal identifiersISSN: 0167-4544 • E-ISSN: 1573-0697
PublisherSpringer Science and Business Media LLC (PUBLISHER)
DOI10.1007/s10551-025-06062-1
OpenAlexW4412049716
LanguageEN
Citations received1
References cited42

Inspiration porn narratives often objectify disabled athletes as sources of inspiration for non-disabled audiences. This portrayal is frequently criticized within the disabled community. However, little is known how these narratives shape consumer perceptions when used in marketing communications. In this study, we challenge the ethical implications of “inspiration porn” in media portrayals of disabled athletes by examining how different message framings shape consumer perceptions. Specifically, we propose an achievement-focused narrative that counters inspirational rhetoric, leading to more positive brand perceptions and greater prosocial intentions than inspiration-based framing. Furthermore, we propose that distinct social comparison emotions (pity vs. admiration) underlie these differing decision processes. In two experiments, findings show that “inspiration porn” framing elicits pity (downward social comparison emotion), while achievement-focused narratives generate admiration (upward social comparison emotion), enhancing brand authenticity and support intentions. Results align with the Stereotype Content Model, demonstrating how different portrayals of disabled athletes can either reinforce or challenge competence stereotypes. These insights offer actionable guidance for advertisers and media professionals to adopt more ethical and empowering practices by shifting focus from disability to achievement, reducing pity, fostering admiration, and promoting authentic and inclusive representations of disabled athletes

Advertising · Athletes · Business · Business ethics · Digital marketing · Political science · Public relations · Quality of Life Research · Social media marketing · Sociology · Asian Culture and Media Studies · Engineering · Gender, Feminism, and Media · Medicine · Psychology · Sexuality, Behavior, and Technology

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