The DOI matches its Crossref record; 12 of the 12 references it cites were found in a registry or an index.
Good and Guilt-Free: The Role of Self-Accountability in Influencing Preferences for Products with Ethical Attributes
Abstract
The market share of brands positioned using ethical attributes typically lags behind brands that promote attributes related to product performance. Across four studies, the authors show that situational factors that heighten consumers' self-accountability (i.e., activation of their desire to live up to their self-standards) lead to increased preferences for products promoted through their ethical attributes. They investigate their predictions regarding self-accountability in multiple ways, including examining the moderating roles of awareness of the discrepancy between a person's internal standards and actual behavior, self-accountability priming, and the presence of others in the decision context. Furthermore, they demonstrate that the subtle activation of self-accountability leads to more positive reactions to ethical appeals than explicit guilt appeals. Finally, they show that preference for a product promoted through ethical appeals is driven by the desire to avoid anticipated guilt, beyond the effects of impression management. Taken together, the results suggest that marketers positioning products through ethical attributes should subtly activate consumer self-accountability rather than using more explicit guilt appeals.
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Cites
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Yang, D., Lu, Y., Zhu, W., & Su, C. (2015) · Journal of Business Research · doi:10.1016/j.jbusres.2015.04.004 · Cited by 299
Artificial Intelligence and Declined Guilt: Retailing Morality Comparison Between Human and AI
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Khan, M. S., Saengon, P., Alganad, A. M. N., Chongcharoen, D., & Farrukh, M. (2020) · Sustainable Development · doi:10.1002/sd.2066 · Cited by 175
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Metadata
- Authors
- Peloza, J., White, K., & Shang, J.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2013-01
- Volume
- 77
- Issue
- 1
- Pages
- 104-119
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2105515753
- Cited by
- 498
- References
- 12
- FWCI
- 39.31
- Type
- journal article
- Language
- en
- Open access
- closed
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- Peloza, J., White, K., & Shang, J. (2013). Good and Guilt-Free: The Role of Self-Accountability in Influencing Preferences for Products with Ethical Attributes. Journal of Marketing. https://doi.org/10.1509/jm.11.0454
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
