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.

Unsustainable Luxury and Negative Word-Of-Mouth: The Role of Shame and Consumers’ Cultural Orientation / Amatulli, Cesare; De Angelis, Matteo; Pino, Giovanni; Guido, Gianluigi. - 45:(2017), pp. 498-499.

Unsustainable Luxury and Negative Word-Of-Mouth: The Role of Shame and Consumers’ Cultural Orientation

De Angelis, Matteo
Conceptualization
;
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.
Unsustainable Luxury and Negative Word-Of-Mouth: The Role of Shame and Consumers’ Cultural Orientation / Amatulli, Cesare; De Angelis, Matteo; Pino, Giovanni; Guido, Gianluigi. - 45:(2017), pp. 498-499.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11385/177993
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