Paolo Antonetti

Social identification and corporate irresponsibility: A model of stakeholder punitive intentions

Scholars hypothesize that retaliations against corporate social irresponsibility (CSI) are more likely when observers share the social identity of the victims. We present a model that explains in‐group bias against irresponsibility and identify collective narcissism as a moderator of this effect. Experiment 1 demonstrates that the effect of identity on retaliations is mediated by the perceived similarity of the victims which reinforces feelings of sympathy towards the victims and anger towards the corporation. These emotions drive stakeholders’ attitudes and retaliations. Our study shows that appraisals of the victims of CSI are an important antecedent of stakeholders’ emotions and behavioural intentions. Our evidence also demonstrates that sympathy, an emotion neglected by past research in this area, has a unique effect on individuals’ reactions. Experiment 2 demonstrates that social identity biases in individual punitive intentions are moderated by individuals’ level of collective narcissism. Collective narcissists see out‐group victims as very dissimilar from the self, whereas individuals with low levels of collective narcissism do not differentiate between victims of CSI on the basis of their identity. We extend knowledge on stakeholders’ reactions to CSI and offer insights to organizations promoting campaigns against irresponsible behaviour or managing the fallout from cases of corporate irresponsibility.

From elicitation to consumption: assessing the longitudinal effectiveness of negative emotional appeals in social marketing

Abstract Negative emotional appeals are used frequently in social marketing. Focusing on guilt and fear appeals, existing theories fail to explain emotional appeal effectiveness in changing consumption behaviour over time. To address this limitation, an elicitation–consumption framework is developed for fear and guilt appeal use. An agenda for further research, outlining three research questions and four propositions, is also presented. This framework integrates the study of how emotional appeals are communicated with how they are experienced during decision-making; complementing current theorising by offering a framework for experimental testing of the delayed, longitudinal effects of social marketing campaigns. The elicitation–consumption framework aids practitioners seeking to design effective emotional appeals by encouraging an effects-based communication approach.

Consumer anger: a label in search of meaning

Purpose The paper aims to propose a new conceptualisation of consumer anger directed against a company. Design/methodology/approach In this paper, an integrative review of the literature on anger in marketing has been conducted. Findings Anger at the firm is experienced in two forms: vengeful anger or problem-focused anger. The motivational goals associated with each differentiate between the two types and lead to different relational consequences: vengeful anger implies a desire to hurt the culprit, whereas problem-focused anger solely requires the attainment of a thwarted goal. The two types are associated with different patterns of appraisals, levels of intensity and emotion expression. These differences, documented in the literature, are not universal but shaped by contextual and personal variables. Although marketers conflate these two types of anger under the same label, only vengeful anger represents a threat to marketing relationships, whereas problem-focused anger has positive consequences if managed appropriately. Research limitations/implications Studies that examine anger will benefit from a more nuanced understanding of this concept. This paper raises important implications for the measurement of this emotion, as existing scales are not able to measure the goals associated with the two types of anger. Practical implications The insights presented help managers form strategies to address consumer anger in contexts such as service failures and/or crisis communications. Originality/value The paper extends scholars’ understanding of consumer anger. It offers an improved conceptualisation of this emotion, opening new avenues for future research.

Too good to be true? Boundary conditions to the use of downward social comparisons in service recovery

Evidence shows that downward social comparisons (DSCs), messages delivered by frontline employees describing how service experiences turned out even worse for others, can reduce customers’ anger following a service failure. This study contributes to the literature on DSCs and service recovery by highlighting pitfalls associated with the use of these messages in service recovery and showing the conditions necessary for their effectiveness. Building on persuasion knowledge theory, we show that customers draw manipulative inferences about DSCs because of the perceived bias associated with the source of the message and the implicit derogation of a competitor that DSCs entail. To reduce inferences of manipulative intentions, frontline employees should both accompany DSC messages with intense apologies and use self-derogation to reduce the perception that they are criticizing another firm. Past claims on the generalized effectiveness of DSCs need to be revised. Managers should craft social comparison messages carefully to avoid negative reactions from customers. Our research indicates that once adapted to address these concerns, DSCs can be an effective recovery strategy among individuals with a strong need for social comparison information.

Stressful sustainability: a hermeneutic analysis

Purpose Research on sustainable consumption (SC) has shown how, faced with barriers that prevent them from embracing a sustainable lifestyle, consumers experience classic symptoms of distress. Although distress emerges as a constitutive dimension of sustainable lifestyles, research has not yet provided a comprehensive account of how consumers cope with it. This paper aims to provide such an account. Design/methodology/approach In-depth interviews were conducted with 25 people who defined themselves as sustainable consumers. A hermeneutic approach was adopted for the analysis. Findings The analysis shows that consumers enact two different coping strategies: adjustment or episodic coping and structural coping or deradicalization. Both sets encompass reappraisals and meaning-making strategies to maintain motivation while simultaneously appeasing tensions. They also comprise the strategic enactment of emotions to energize the self and/or to appease distress. Coping influences how SC is appraised and lived, as these practices are dynamically changed to navigate structural constraints. Practical implications SC campaigns have traditionally focused on cognitive empowerment. However, the evidence suggests that emotional empowerment could be a more effective way to promote the practice. Originality/value This paper provides the first in-depth examination of the strategies adopted to cope with distress. The analysis shows that consumers reconfigure how SC is appraised and implemented, while emphasizing the crucial role of emotion work in the coping repertoire. Although SC is stressful due to structural and social constraints, consumers are able to remain committed to it to varying degrees.

Political Ideology and Consumer Reactions to Corporate Tax Strategies: An Extended Abstract

There is an increasing attention on the morality of corporate tax strategies (CTSs) (Dowling 2014). Scholars argue for the need to include tax planning decisions in the analysis of an organization’s CSR profile (Dowling 2014; Sikka 2010; Scheffer 2013). Hardeck and Hertl (2014) provide initial evidence that consumers are willing to punish companies adopting aggressive CTSs and likely to reward responsible CTSs.

The Two Types of Consumer Anger: An Extended Abstract

A significant body of work explores the nature and potential consequences of anger at the firm in a marketing context. The existing research is fragmented and presents inconsistent findings. While some argue that anger has a key role in explaining consumer revenge (e.g., Gregoire et al. 2010), others maintain that the emotion is mostly focused on the attainment of circumscribed goals and can help foster relationships (e.g., Kalamas et al. 2008). Furthermore, scholars use the label “anger” to describe qualitatively different emotional experiences. Some conceive anger as an emotion caused simply by the appraisal of incongruent goals attributed to external causes (e.g., Folkes 1984), while others assume anger to be a very intense emotion, intrinsically associated with aggression (e.g., Gregoire et al. 2010). These inconsistencies suggest the need to reexamine anger at the firm.

The offline spill-over of signing online petitions against companies: A dual pathway model

Purpose The purpose of this paper is to examine cognitive, emotional, and behavioral reactions caused by online petition campaigns against cases of perceived corporate malpractice, while also contributing to the ongoing debate over the spill-over effects of online activism to offline contexts. A dual pathway model is advanced based on the individual’s motivation to help the people affected by irresponsible corporate behavior and punish the deviant corporation. Design/methodology/approach Two studies (USA and UK) are used to gather cross-sectional and longitudinal data, which are analyzed using structural equation modeling. Findings Online petition campaigns relying on the display of victims affected by irresponsible behavior trigger feelings of compassion and anger. While the former leads to campaign support motivated by a desire to help, the latter causes intentions to punish. Intentions to support the petition resulting from this dual pathway influence the actual signing of the petition online and self-reported offline negative word of mouth against the company. Social implications Both identified pathways should be activated by online petition campaigns to increase online support and spreading offline negative word of mouth. To do so, such campaigns need to increase perceptions of unfairness and victim’s similarity, and likeability. Originality/value Scant research has examined the psychological processes that explain the effectiveness of online petition campaigns against businesses and the motivations to sign an online petition and engage in subsequent offline behavior. Implications for businesses are also discussed.

Concerned protesters: from compassion to retaliation

Purpose The purpose of the study is to outline the unique role of compassion in reactions to cases of irresponsible corporate behavior that present information about victims of these events. In this study, four antecedents of compassion for the victims of irresponsibility are presented, and a model that explains the consequences of this emotion is tested empirically. Design/methodology/approach Two studies test the research hypotheses using a mix of experimental and survey research. The effects are tested both in laboratory conditions, where consumers assess a fictitious case of corporate irresponsibility, and through a test of reactions to real online campaigns. Findings Compassion is one of the drivers of consumers’ anger at the culprit, playing an indirect role in decisions to retaliate against perpetrators. Four key drivers of compassion are identified in the research: the perceived suffering of the victims, the perceived similarity of the victims to the observer, victims’ derogation and the vividness of the description of the victims. Practical implications The study offers insights both for campaigners wishing to instigate boycotts and organizations managing complex stakeholder relationships following a crisis. Insights on the role of compassion and its antecedents lead to more effective communications able to heighten or dampen this emotion. Originality/value Existing research offers contrasting views on the potential role of compassion in reactions to injustices. This study presents a novel account that clarifies previous findings and extends our knowledge of causes and consequences of compassion.

High-fit charitable initiatives increase hedonic consumption through guilt reduction

Purpose Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives are more effective when linked with hedonic than utilitarian products. Little is known, however, about the process underpinning this effect. This paper aims to investigate why and under what circumstances CRM enhances the appeal of hedonic products by testing the mediation of guilt and introducing the moderating role of cause-product fit. Design/methodology/approach The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of combining CRM with hedonic consumption is explained by the mediating role of feelings of guilt. Study 2 demonstrates that this mediation depends on the level of fit or congruency between the cause and the product. Findings Results suggest that CRM campaigns offer the opportunity to improve the consumption experiences of hedonic products by reducing the feelings of guilt intrinsically connected with these options. Moreover, fit moderates the emotional processes activated by CRM initiatives. When fit is high, CRM reduces guilt and improves consumers’ experiences when purchasing hedonic alternatives. Originality/value The study extends current understanding of how CRM can promote hedonic consumption and contributes further to research on guilt as an emotion able to promote responsible consumption decisions. Moreover, the study introduces and tests the impact of cause-product fit in predicting consumers’ ethical purchase intention. For managers of hedonic brands, the study offers important implications on how to deploy CRM campaigns to foster better customer experiences.