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Costly Signaling: Asian Americans and the Role of Ethnicity in the Willingness to Pay More for Socially Responsible Products
- Source :
- Journal of Promotion Management. 23:277-302
- Publication Year :
- 2017
- Publisher :
- Informa UK Limited, 2017.
-
Abstract
- The present study applies motivated reasoning and costly signaling theory to examine whether consumers transfer stereotypical race-related attributes to their evaluations of companies' socially responsible advertisements. The study compares corporate socially responsible advertisements featuring different model races and cultural cues in order to meet consumers' motives to impress others by supporting CSR initiatives. Results (N = 754) of a 2 × 2 × 4 experiment reveal that strong ethnic identifiers among Asian Americans are more likely to make a costly signaling behavior when ads feature a white model with white cultural cues by attributing higher social status to whites' images, which is mediated by conspicuous consumption motives. Interestingly, ethnic identification among white Americans is also a strong predictor in making costly signaling behavior with socially responsible products.
- Subjects :
- Marketing
Motivated reasoning
White (horse)
05 social sciences
Ethnic group
050109 social psychology
Advertising
Conspicuous consumption
Willingness to pay
0502 economics and business
Corporate social responsibility
050211 marketing
0501 psychology and cognitive sciences
Psychology
Social responsibility
Social psychology
Social status
Subjects
Details
- ISSN :
- 15407594 and 10496491
- Volume :
- 23
- Database :
- OpenAIRE
- Journal :
- Journal of Promotion Management
- Accession number :
- edsair.doi...........2fb701a205541b6676cfe1957455c56e