Abstract

Despite the significance of consumer perceived ethicality (CPE) in the current business world, it remains unclear how companies can foster CPE among consumers. The present research investigates the potential of personizing a stakeholder (e.g., an employee or a supplier) by incorporating the person’s first name in advertising messages. Across four experimental studies, this research shows how personized advertising messages can increase CPE when consumers perceive a high degree of social connectedness between a company and its employees or suppliers. The findings of this research add to the understanding of CPE and further offer practical implications for advertisers in developing effective strategies to foster CPE.

摘要

尽管消费者感知道德 (CPE) 在当前商业世界中具有重要意义，但公司如何在消费者中培养 CPE 仍不清楚。本研究调查了通过在广告信息中加入利益相关者的名字来拟人化利益相关者（例如，雇员或供应商）的可能性。这项研究通过四项实验研究表明，当消费者认为公司与其员工或供应商之间存在高度社交联系时，个性化广告信息如何提高 CPE。这项研究的结果增加了对 CPE 的理解，并进一步为广告商制定有效策略以促进 CPE 提供了实际意义。