서브메뉴
검색
Two Essays on the Antecedents and Consequences of Consumer and Brand Collective Action
Two Essays on the Antecedents and Consequences of Consumer and Brand Collective Action
상세정보
- 자료유형
- 학위논문 서양
- 최종처리일시
- 20260202103511
- ISBN
- 9798315799948
- DDC
- 301.1
- 서명/저자
- Two Essays on the Antecedents and Consequences of Consumer and Brand Collective Action
- 발행사항
- [Sl] : Northwestern University, 2025
- 발행사항
- Ann Arbor : ProQuest Dissertations & Theses, 2025
- 형태사항
- 153 p
- 주기사항
- Source: Dissertations Abstracts International, Volume: 86-12, Section: B.
- 주기사항
- Advisor: Labroo, Aparna.
- 학위논문주기
- Thesis (Ph.D.)--Northwestern University, 2025.
- 초록/해제
- 요약With limited resources, consumers must often choose between prosocial causes. In Essay 1, six studies (N = 1998) show that the salience of personal goal frustration can increase consumers' preference for collectively efficacious prosocial causes. This effect arises because personal goals are perceived as embedded in social systems, and goal frustrations cue thoughts about social failures, which increases consumers' need for social influence. Collectively (vs. individually) efficacious prosocial action better satisfies this need. As a result, the preference for collectively efficacious prosocial action increases, unless consumers consider the asocial causes of their goal frustrations or when consumers infer the prosocial action is unlikely to lead to social change. Our effects emerge even when consumers do not have preexisting identification with a cause, thus showing how the salience of personal goal frustration can spur bystanders to become upstanders. Consumers are becoming more socially aware, and they increasingly expect brands to contribute to society; however, they also demand superior products and perceive a negative relationship between brands advancing both, posing a dilemma regarding whether and how brands should adopt social purpose. In Essay 2, eight studies (N = 4204) show that adopting a dual purpose and leading with a social (vs. consumer) purpose can provide a unique boost to the brand. We show that a social (vs. consumer) purpose is more abstract, boosting considerations of desirability over feasibility, thus reversing consumers' compensatory thinking to compatibility thinking. This effect arises among consumers with low brand identification, as they tend to engage in compensatory thinking, but not among consumers with high brand identification. The effect is also reversed when the brand's social purpose is associated with undesirability (e.g., partisanship) or non-feasibility (e.g., it is not credible).
- 일반주제명
- Social psychology
- 키워드
- Attribution
- 키워드
- Branding
- 기타저자
- Northwestern University Marketing
- 기본자료저록
- Dissertations Abstracts International. 86-12B.
- 전자적 위치 및 접속
- 로그인 후 원문을 볼 수 있습니다.
MARC
008260126s2025 us c eng d■001000017357433
■00520260202103511
■006m o d
■007cr#unu||||||||
■020 ▼a9798315799948
■035 ▼a(MiAaPQ)AAI32003332
■040 ▼aMiAaPQ▼cMiAaPQ
■0820 ▼a301.1
■1001 ▼aSu, Sarena Jiang.
■24510▼aTwo Essays on the Antecedents and Consequences of Consumer and Brand Collective Action
■260 ▼a[Sl]▼bNorthwestern University▼c2025
■260 1▼aAnn Arbor▼bProQuest Dissertations & Theses▼c2025
■300 ▼a153 p
■500 ▼aSource: Dissertations Abstracts International, Volume: 86-12, Section: B.
■500 ▼aAdvisor: Labroo, Aparna.
■5021 ▼aThesis (Ph.D.)--Northwestern University, 2025.
■520 ▼aWith limited resources, consumers must often choose between prosocial causes. In Essay 1, six studies (N = 1998) show that the salience of personal goal frustration can increase consumers' preference for collectively efficacious prosocial causes. This effect arises because personal goals are perceived as embedded in social systems, and goal frustrations cue thoughts about social failures, which increases consumers' need for social influence. Collectively (vs. individually) efficacious prosocial action better satisfies this need. As a result, the preference for collectively efficacious prosocial action increases, unless consumers consider the asocial causes of their goal frustrations or when consumers infer the prosocial action is unlikely to lead to social change. Our effects emerge even when consumers do not have preexisting identification with a cause, thus showing how the salience of personal goal frustration can spur bystanders to become upstanders. Consumers are becoming more socially aware, and they increasingly expect brands to contribute to society; however, they also demand superior products and perceive a negative relationship between brands advancing both, posing a dilemma regarding whether and how brands should adopt social purpose. In Essay 2, eight studies (N = 4204) show that adopting a dual purpose and leading with a social (vs. consumer) purpose can provide a unique boost to the brand. We show that a social (vs. consumer) purpose is more abstract, boosting considerations of desirability over feasibility, thus reversing consumers' compensatory thinking to compatibility thinking. This effect arises among consumers with low brand identification, as they tend to engage in compensatory thinking, but not among consumers with high brand identification. The effect is also reversed when the brand's social purpose is associated with undesirability (e.g., partisanship) or non-feasibility (e.g., it is not credible).
■590 ▼aSchool code: 0163.
■650 4▼aSocial psychology
■653 ▼aAttribution
■653 ▼aBranding
■653 ▼aCollective action
■653 ▼aCompensatory thinking
■653 ▼aConstrual level theory
■653 ▼aProsocial behavior
■690 ▼a0338
■690 ▼a0310
■690 ▼a0451
■71020▼aNorthwestern University▼bMarketing.
■7730 ▼tDissertations Abstracts International▼g86-12B.
■790 ▼a0163
■791 ▼aPh.D.
■792 ▼a2025
■793 ▼aEnglish
■85640▼uhttp://www.riss.kr/pdu/ddodLink.do?id=T17357433▼nKERIS▼z이 자료의 원문은 한국교육학술정보원에서 제공합니다.
