This research shows that messages describing unsustainable versus sustainable luxury products elicit anticipated shame, which, in turn, leads to negative word-of-mouth about that product’s manufacturer. Our results demonstrate that shame induced by messages featuring unsustainable luxury manufacturing practices increases (decreases) negative word-of-mouth for consumers with a collectivistic (individualistic) cultural orientation.
Titolo: | Unsustainable Luxury and Negative Word-Of-Mouth: The Role of Shame and Consumers’ Cultural Orientation |
Autori: | |
Data di pubblicazione: | 2017 |
Abstract: | This research shows that messages describing unsustainable versus sustainable luxury products elicit anticipated shame, which, in turn, leads to negative word-of-mouth about that product’s manufacturer. Our results demonstrate that shame induced by messages featuring unsustainable luxury manufacturing practices increases (decreases) negative word-of-mouth for consumers with a collectivistic (individualistic) cultural orientation. |
Handle: | http://hdl.handle.net/11385/177993 |
Appare nelle tipologie: | 02.1 - Capitolo o saggio su monografia (Monograph’s Chapter/Essay) |
File in questo prodotto:
File | Descrizione | Tipologia | Licenza | |
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NWOM & Unsust. Lux (ACR 2017)_FINAL.pdf | Documento in Post-print | DRM non definito | Administrator |
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