TY - JOUR
T1 - To buy or not to buy
T2 - Determinants of socially responsible consumer behavior and consumer reactions to cause-related and boycotting ads
AU - Paek, Hye Jin
AU - Nelson, Michelle R.
PY - 2009
Y1 - 2009
N2 - Using U.S. national survey data, we identify consumer characteristics (altruism, opinion leadership, attitudes toward big business and brand values, beliefs in advertising ethics) that relate to buycotting and boycotting as two forms of socially responsible consumer behavior (SRCB). In a follow-up experiment, we show that some of these characteristics are also associated with consumer reactions to cause-related and boycotting ads. Altruism and beliefs in advertising ethics are significantly related to participants' responses to cause-related advertising, whereas SRCB tendency and advertising ethics appear more strongly related to boycotting advertising effects.
AB - Using U.S. national survey data, we identify consumer characteristics (altruism, opinion leadership, attitudes toward big business and brand values, beliefs in advertising ethics) that relate to buycotting and boycotting as two forms of socially responsible consumer behavior (SRCB). In a follow-up experiment, we show that some of these characteristics are also associated with consumer reactions to cause-related and boycotting ads. Altruism and beliefs in advertising ethics are significantly related to participants' responses to cause-related advertising, whereas SRCB tendency and advertising ethics appear more strongly related to boycotting advertising effects.
UR - http://www.scopus.com/inward/record.url?scp=78650991034&partnerID=8YFLogxK
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U2 - 10.1080/10641734.2009.10505267
DO - 10.1080/10641734.2009.10505267
M3 - Article
AN - SCOPUS:78650991034
SN - 1064-1734
VL - 31
SP - 75
EP - 90
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
IS - 2
ER -