When are Consumers Motivated to Connect with Ethical Brands? The Roles of Guilt and Moral Identity Importance

This research adds to the growing literature on what draws consumers to ethical brands. Findings from three studies demonstrate that guilt motivates consumers to connect with ethical brands, especially those consumers with high levels of moral identity importance (MII). Specifically, Study 1 finds that consumers report stronger self‐brand connections (SBCs) with an ethical brand when they feel guilty (vs. control). Study 2 finds that guilt particularly motivates consumers with high MII to report stronger SBCs with an ethical (vs. unethical) brand. In turn, these strong connections lead to increased intentions to purchase the ethical brand. Finally, Study 3 finds evidence for the proposed motivation‐based process explanation by showing that high MII consumers’ propensity to connect with ethical brands when feeling guilty (vs. control) is attenuated when these consumers are first given the opportunity to donate to a charitable cause to alleviate their guilt. Overall, the findings suggest that ethical brands can foster strong connections with and elicit higher purchase intentions from consumers seeking ways to alleviate their guilt.     

When do unethical brand perceptions spill over to competitors?

We examine whether the unethical actions of marketplace brands (e.g., the Volkswagen emissions scandal) hurt the ethical perceptions of competing brands (e.g., Ford, BMW). Across two studies, we find evidence for this unethical spillover effect and show that it can negatively affect consumers’ liking and purchase intentions for a competing brand. The results show that the spillover effect (1) only occurs for similar competitors and (2) is moderated by construal level (CL). Specifically, the spillover effect is more likely to occur when consumers focus on the finer details of the unethical brand’s transgression (i.e., low CL) but not when they focus on the bigger picture of the transgression (i.e., high CL). Thus, while it is intuitively appealing to assume that brands may benefit from a competitor’s foible, this research indicates that competitors may be hurt by a similar brand’s wrongdoing.     

Common Agency and Partial Cooperation

A modified common agency model is used to investigate the impact of partial cooperation on agent incentives. In the case where principals move simultaneously, it is shown that partial cooperation is self-defeating from the organizing principals' perspective despite a strengthening of agent incentives and effort. In the second scenario, where the organizing principals have a first-mover advantage, it is demonstrated that not only are individual cooperating principals better off but the outcome in terms of agent incentives and effort is constrained Pareto efficient. This latter scenario illustrates the possibility that partial cooperation, when coupled with a strategic advantage, improves efficiency.     

Shut the fridge door! HRM alignment,job redesign and energy performance

Anchored within the strategic HRM and alignment literature, and drawing on efficiency and legitimacy perspectives of organisational behaviour, we investigated a HRM intervention targeted at energy reduction goals in a large multinational retailer. The HRM intervention was focused on embedding the environmental and economic performance goals of the firm within the workplace through redesigning the job so that energy tasks were aligned with training and performance management systems, as well as organisational performance goals. Using a randomised control trial design, we tracked changes in energy behaviours and energy consumption in 769 retail stores (685 in the intervention condition, 84 in the control condition). The findings provide evidence that changing the alignment of HRM practices can influence both worker behaviour and organisational outcomes, including environmental outcomes. This work contributes to debates concerning the impact of HRM alignment on both the work and organisational performance context.     

Restricted Visions of Multiracial Identity in Advertising

Mixed-race representations have become increasingly evident in marketing communications through the use of celebrity spokespersons like Misty Copeland and Halle Berry. This study explores the sociocultural ramifications of the ways in which marketers represent multiracial identity. Through an interdisciplinary review of pertinent literature, the authors create a theoretical framework for understanding the limitations of visual representations. A temporal model for discerning visual representations of the multiracial identity emerged by combining critical discourse analysis (CDA) techniques to investigate multiracial advertising depictions in eight popular U.S. magazines with interviews of multiracial women and advertising professionals. Findings suggest that marketers use mixed-race representations as cultural currency by mythologizing mixed-race bodies as the new beauty standard and as representing a racial bridge, physically and culturally tailored to ameliorate perceived racial divides. While visual representations in marketing communication have served to legitimatize and normalize mixed-race identity, these images generally ignore mundane consumption practices, obscure the relationships and processes that bring about multiracial bodies, and are devoid of sociopolitical context. The authors offer a framework through which scholars can systematically analyze the sociocultural significance of a wide range of identity coordinates utilized in advertisements and other forms of marketing communication.     

Tourism and the Precautionary Principle

The precautionary principle is an emerging norm of international environmental policy affirmed in many treaties and laws. The principle, congruent to the ideal of sustainable development, is a controversial future-focused planning and regulatory mechanism which mandates that to protect against threats of serious and irreversible damage, precaution should be exercised even before harm can be scientifically demonstrated. The intent of this paper is to provide a literature review of the precautionary principle, examine the fundamental concepts underlying the principle and present an introductory discussion regarding its applicability to the tourism industry. Time and again numerous direct and indirect impacts are produced by the tourism industry, yet the potential for integrating precaution into tourism planning has not been examined. The authors consider the critical elements of the principle (uncertainty, risk, costbenefit analysis and science) in relation to the tourism industry, and provide examples of reference to the principle in the policy documents of non-governmental tourism organisations. An adapted framework is proposed for incorporating the precautionary principle into better tourism-industry decision-making. The precautionary principle is predicated as a viable tourism development tool and planning mechanism that safeguards environmental and human health by anticipating and controlling for future impacts of tourism.     

Breakthrough thinking from inside the box

Companies often begin their search for great ideas either by encouraging wild, outside-the-box thinking or by conducting quantitative analysis of existing market and financial data and customer opinions. Those approaches can produce middling ideas at best, say Coyne, founder of an executive-counseling firm in Atlanta, and Clifford and Dye, strategy experts at McKinsey. The problem with the first method is that few people are very good at unstructured, abstract brainstorming. The problems with the second are that databases are usually compiled to describe current--not future--offerings, and customers rarely can tell you whether they need or want a product if they've never seen it. The secret to getting your organization to regularly generate lots of good ideas, and occasionally some great ones, is deceptively simple: First, create new boxes for people to think within so that they don't get lost in the cosmos and they have a basis for offering ideas and knowing whether they're making progress in the brainstorming session. Second, redesign ideation processes to remove obstacles that interfere with the flow of ideas--such as most people's aversion to speaking in groups larger than ten. This article offers a tested approach that poses concrete questions. For example, what do Rollerblades, H?agen-Dazs ice cream, and Spider-Man movies have in common? The answer: Each is something that adults loved as children and that was reproduced in an expensive form for grown-ups. Asking brainstorming participants to ponder how their childhood passions could be recast as adult offerings might generate some fabulous ideas for new products or services.