This research investigates the emotional consequences of consumers’ exposure to messages emphasizing luxury products that are unsustainable and whether and how such emotions lead to negative word-of-mouth. We propose that messages describing unsustainable versus sustainable luxury manufacturing methods elicit anticipated shame, whose effect on consumers’ negative word-of-mouth intentions depends on their individualistic versus collectivistic culture. Findings of one experimental study show that shame induced by messages about unsustainable luxury products increases (decreases) negative word-of-mouth for collectivistic (individualistic) people. This work contributes to research on luxury and sustainability by examining the role of negative emotions and consumers’ cultural orientation in shaping consumers’ approach to sustainable luxury and by investigating a previously unexplored negative emotion, such as shame.

Negative Word-Of-Mouth About Unsustainable Luxury Products: An Examination Of Shame And Cultural Orientation / Amatulli, Cesare; De Angelis, Matteo; Pino, Giovanni; Guido, Gianluigi. - (2017), pp. 56-56.

Negative Word-Of-Mouth About Unsustainable Luxury Products: An Examination Of Shame And Cultural Orientation

DE ANGELIS, MATTEO;
2017

Abstract

This research investigates the emotional consequences of consumers’ exposure to messages emphasizing luxury products that are unsustainable and whether and how such emotions lead to negative word-of-mouth. We propose that messages describing unsustainable versus sustainable luxury manufacturing methods elicit anticipated shame, whose effect on consumers’ negative word-of-mouth intentions depends on their individualistic versus collectivistic culture. Findings of one experimental study show that shame induced by messages about unsustainable luxury products increases (decreases) negative word-of-mouth for collectivistic (individualistic) people. This work contributes to research on luxury and sustainability by examining the role of negative emotions and consumers’ cultural orientation in shaping consumers’ approach to sustainable luxury and by investigating a previously unexplored negative emotion, such as shame.
2017
978-90-367-9912-6
Negative Word-Of-Mouth About Unsustainable Luxury Products: An Examination Of Shame And Cultural Orientation / Amatulli, Cesare; De Angelis, Matteo; Pino, Giovanni; Guido, Gianluigi. - (2017), pp. 56-56.
File in questo prodotto:
File Dimensione Formato  
2017. Amatulli et al. EMAC.pdf

Solo gestori archivio

Tipologia: Documento in Post-print
Licenza: DRM (Digital rights management) non definiti
Dimensione 5.04 MB
Formato Adobe PDF
5.04 MB Adobe PDF   Visualizza/Apri
Pubblicazioni consigliate

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/175047
Citazioni
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
  • OpenAlex ND
social impact