Cause‐related marketing of luxury brands: Nudging materialists to act prosocially

Kim, Sukhyun; Park, Kiwan; Shrum, L. J.

doi:10.1002/mar.21648

Cited by 12 publications

(6 citation statements)

References 82 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…For these consumers, explicit appeals may translate into a greater propensity to buy or consume the within-domain products. For instance, marketing of luxury products often associates them with prestige and status (Kim et al, 2022;Pandelaere and Shrum, 2020). Consumers of luxury products are also often driven by the urge to bolster their need for power and status and to win recognition from others.…”

Section: Contributions and Future Researchmentioning

confidence: 99%

A product’s connection to self-threat domain determines self-control impairment consequences of within-domain compensatory consumption

Rustagi,

Shrum

2024

JCM

View full text Add to dashboard Cite

Purpose Studies have shown that within-domain compensatory consumption can successfully repair the damaged self, but other research indicates that it can undermine self-control because such consumption causes self-threat rumination that impairs self-regulatory resources. This paper aims to identify a boundary condition that reconciles and explains these contradictory findings. Design/methodology/approach The authors conducted three experiments to show that within-domain compensatory consumption undermines self-control, but only in some situations. They test a boundary condition (i.e. type of connections between within-domain products and self-threat domain) for the effects of such consumption on self-threat rumination and self-control. Findings This paper demonstrates that within-domain (but not across-domain) compensatory consumption induces rumination and reduces subsequent self-control, but only when the product’s connection to the self-threat domain is made explicit through brand names or slogans. When the connection is merely implicit, rumination and self-control deficits are not observed. Practical implications Consumers may seek certain products to bolster threatened aspects of their self-concept. Marketing tactics that explicitly highlight connections to such self-aspects can lower a consumer’s self-control resulting in stronger purchase intent, while at the same time hindering the possibility of self-concept repair. Managers need to be wary of ethical concerns. Originality/value This research qualifies the existing findings by presenting “type of product connection” as a key determinant of within-domain compensatory consumption’s impact on self-control. Researchers need to be conscious of the type of products (explicitly vs implicitly connected to the self-threat domain) they use in compensatory consumption studies, because this may influence their findings.

show abstract

Section: Contributions and Future Researchmentioning

confidence: 99%

A product’s connection to self-threat domain determines self-control impairment consequences of within-domain compensatory consumption

Rustagi,

Shrum

2024

JCM

View full text Add to dashboard Cite

show abstract

“…Thaler and Sunstein (2008, p. 6) prose nudge theory in their seminal work as “any aspects of the choice architecture that alters people's behavior in a predictable way without forbidding any options or significantly changing their economic incentives.” Scholars widely use nudge theory to understand the consumer decision‐making process and behavior (Kim et al, 2022; Olya et al, 2023; Thomas et al, 2021). Thaler and Sunstein (2008) categorize nudge implementation into six strategies: increasing salience of information (IS), understanding mapping (UM), default choices (DC), providing feedback (PF), error reduction (ER), and structuring complex choices (SC).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Being unconventional: The impact of unconventional packaging messages on impulsive purchases

Das

Balaji

Paul

et al. 2023

Psychology and Marketing

View full text Add to dashboard Cite

The visual and textual elements of packaging significantly impact consumer product evaluations. This study examines how unconventional packaging messages—a textual packaging element—influence impulsive product purchases. We also investigate the mediating role of curiosity and the moderating role of emoji (i.e., a visual packaging element). We conduct five studies to test the proposed hypotheses. The findings reveal that unconventional packaging messages are more effective for impulsive products than for planned purchases. Furthermore, unconventional packaging messages increase both healthy and nonhealthy impulsive product purchases. We find that consumer curiosity explains the enhanced impulsive product purchasing when unconventional packaging messages are used. When unconventional packaging messages are employed for impulsive products, the use of emojis increases customer curiosity. The results extend an understanding of unconventional elements in consumer evaluations of products and inform packaging and marketing strategies regarding how to promote impulsive product purchases in competitive markets.

show abstract

“…The proposition that product-linked campaigns for luxury brands will be more effective than donation-linked campaigns for the target market recently received support (Kim, Park and Shrum 2022). In a series of four studies that both manipulated and measured materialism, materialists were consistently more willing to engage in product-linked campaigns than donation-linked campaigns, and this effect was driven by the superior status-signaling qualities of the limited-edition product.…”

Section: Types Of Crm Campaignsmentioning

confidence: 99%

Addressing the Cause-Related Marketing Paradox for Luxury Brands to Increase Prosocial Behavior and Well-Being

Kim

Park

Shrum

2022

Journal of Macromarketing

Self Cite

View full text Add to dashboard Cite

Although luxury firms have come under increasing pressure to engage in corporate social responsibility (CSR) initiatives, they have traditionally been hesitant to engage because of the CSR–luxury paradox: the values and motivations underlying luxury consumption (self-enhancement) may conflict with the values and motivations underlying prosocial behavior (self-transcendence), and thus their CSR initiatives may not only be ineffective, they may actually harm the brand. In this commentary, we discuss research on the strategies and tactics luxury brands can use to nudge luxury consumers to engage in their cause-related marketing (CRM) initiatives by aligning the values of their luxury customers with the symbolic values of their CRM offerings and thus increase the impact of the prosocial causes on societal well-being. This research supports the objectives of transformative luxury research (TLR) in integrating luxury consumption into the mission and vision of transformative consumer research (TCR).

show abstract

Cause‐related marketing of luxury brands: Nudging materialists to act prosocially

Cited by 12 publications

References 82 publications

A product’s connection to self-threat domain determines self-control impairment consequences of within-domain compensatory consumption

A product’s connection to self-threat domain determines self-control impairment consequences of within-domain compensatory consumption

Being unconventional: The impact of unconventional packaging messages on impulsive purchases

Addressing the Cause-Related Marketing Paradox for Luxury Brands to Increase Prosocial Behavior and Well-Being

Contact Info

Product

Resources

About