Original paper
What’s in a (First) Name? Personized Advertising Messages Enhance Consumer Perceived Ethicality
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...
Paper Details
Title
What’s in a (First) Name? Personized Advertising Messages Enhance Consumer Perceived Ethicality
Published Date
Nov 10, 2021
Journal
Volume
52
Issue
2
Pages
179 - 192
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Notes
History