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EnglishThis research proposes that messages describing unsustainable versus sustainable luxury manufacturing methods elicit anticipated shame, which differentially impact consumers’ negative word-of-mouth intentions depending on their individualistic versus collectivistic cultural orientation. An experimental study shows that messages about unsustainable luxury products trigger shame, which, in turn, increases (decreases) negative word-of-mouth for collectivistic (individualistic) consumers. Such results contribute to the literature on luxury and sustainability by shedding light on the role that negative emotions ‒ shame, in particular ‒ and consumers’ cultural orientation have in sustainable luxury development.
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| Titolo: | Sustainable Luxury and Word of Mouth: The Effect Of Shame and Individualism |
| Autori: | |
| Data di pubblicazione: | 2017 |
| Abstract: | This research proposes that messages describing unsustainable versus sustainable luxury manufacturing methods elicit anticipated shame, which differentially impact consumers’ negative word-of-mouth intentions depending on their individualistic versus collectivistic cultural orientation. An experimental study shows that messages about unsustainable luxury products trigger shame, which, in turn, increases (decreases) negative word-of-mouth for collectivistic (individualistic) consumers. Such results contribute to the literature on luxury and sustainability by shedding light on the role that negative emotions ‒ shame, in particular ‒ and consumers’ cultural orientation have in sustainable luxury development. |
| Handle: | http://hdl.handle.net/11385/176517 |
| ISBN: | 978-88-907662-9-9 |
| Appare nelle tipologie: | 04.1 - Contributo in Atti di convegno (Paper in Proceedings) |
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| File | Descrizione | Tipologia | Licenza | |
|---|---|---|---|---|
| 2017 Amatulli et al SIM Bergamo.pdf | Versione dell'editore | DRM non definito | Open Access Visualizza/Apri |
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