Previous behavioral research on advertising deception has focused on the extent to which consumers would be misled by claims and implications of advertisements. The present research examines the effect of an important, but largely neglected, dimension: the severity of anticipated harm as a result of being deceived. Two experiments disentangle the effect of anticipated harm on consumer brand attitudes and purchase intentions from that of perceived deception. Interestingly, greater harmfulness increases diagnosticity of perceived deception, which partially accounts for consumers’ negative (...) reactions to deceptive advertising. Theoretical, methodological, and ethical implications are discussed. (shrink)

While most studies dealing with waste reduction at the consumer level focus on recycling, this paper rather concentrates on precycling strategies and purchasing behaviors in order to understand how to promote waste reduction at the source. More specifically, the purpose of this work is to grasp consumers’ perceptions of overpackaging and understand the mechanisms underlying their choice of overpackaged versus non-overpackaged food products. Based on the different themes that emerged from a qualitative study, a quantitative research was conducted among French (...) interviewees in order to identify relevant groups of consumers. Five profiles emerged from the cluster analysis: the supporters, the self-sacrificing, the detractors, the indifferent, and the self-centered. Finally, an experiment was conducted that highlights the influence of range positioning and salience of non-overpackaging on consumer choice. Implications for public policy makers and companies are discussed. (shrink)

This article addresses the growing industry of retail socially responsible investment (SRI) profiled mutual funds. Very few previous studies have examined the final consumer of SRI profiled mutual funds. Therefore, the purpose of this study was to, in an exploratory manner, examine the impact of a number of pro-social, financial performance, and socio-demographic variables on SRI behavior in order to explain why investors choose to invest different proportions of their investment portfolio in SRI profiled funds. An ordinal logistic regression analysis (...) on 528 private investors revealed that two of the three pro-social variables had a positive impact on how much the consumer invested in SRI profiled funds. Moreover, there was proof of a non-altruistic motive for investing in SRI as consumers who perceive that financial return of SRI is equal or better than "regular" mutual funds, invested a greater proportion of their portfolio in SRI profiled mutual funds. Furthermore, the results showed that women and better-educated investors were more likely to invest a greater proportion of their investment portfolio in SRI. Overall, the findings indicate that both financial perceptions and pro-social attitudes are connected to consumer investment in SRI. (shrink)

Governmental policies are encouraging companies to reduce the environmental impact of their packaging and particularly overpackaging, which raises a broad range of ethical considerations. However, experiments comparing an overpackaged product with a non-overpackaged product have shown that eliminating overpackaging may have a negative influence on brand image and consumer purchase intention. In this paper, we draw on attribution theory to examine the influence of the absence of overpackaging on consumers’ response, depending on their environmental consciousness and the absence of overpackaging (...) on the competing product. An experiment conducted on 218 consumers demonstrates that non-overpackaging for a target product only adversely affects purchase intention among non-environmentally conscious consumers when competing products are overpackaged. These results lead to optimistic recommendations for marketing managers and public policy makers to help them solve the ethical dilemma linked to overpackaging. (shrink)

The field of marketing and consumer ethics has evolved considerably over the past 20 years, yet research on specific areas of advertising ethics remains limited. This limitation persists despite developments in digital technologies, and the impact they have had on advertising practice generally and online advertising more specifically. Online media are becoming increasingly populated by advertising content, as consumers continuously navigate ever-evolving mediascapes. Thus, there is a need to examine the ethical issues associated with the use of controversial advertising online, (...) as well as consumers’ responses to such ads. This special thematic symposium addresses this literature gap, which is at the intersection of consumer ethics, e-marketing, and controversial advertising. The two papers in the special thematic symposium present new research in this area, along with some initial ethical implications as well as potential for future research. (shrink)