Description
Our knowledge is not enough to clearly explain how consumers respond to unethical firms, thereby forming attitudes toward unethical firms’ brand and buying their products. In this sense, we conduct a one-way experimental design to test regulatory focus theory when it comes to attitudes toward unethical firms’ brand and the purchase intention. Our findings reveal that promotion-oriented participants were more negative toward Mitsubishi, which violates achievement (e.g. fuel efficiency), than prevention-oriented participants. More importantly, promotion-oriented people were less likely to buy Mitsubishi automobiles than prevention-oriented people. In contrast, prevention-oriented consumers are negative toward Volkswagen which violates protection (e.g. carbon dioxide emission reduction).
DOI
10.30658/icrcc.2018.13
Recommended Citation
Mun. K., & Shin. I. (2018). A close look at the role of regulatory fit in consumers’ responses to unethical firms. Proceedings of the International Crisis and Risk Communication Conference (pp. 46-49). Orlando, FL, USA. Nicholson School of Communication. https://doi.org/10.30658/icrcc.2018.13
Included in
Business and Corporate Communications Commons, Environmental Studies Commons, Organizational Communication Commons, Public Relations and Advertising Commons
A close look at the role of regulatory fit in consumers’ responses to unethical firms
Our knowledge is not enough to clearly explain how consumers respond to unethical firms, thereby forming attitudes toward unethical firms’ brand and buying their products. In this sense, we conduct a one-way experimental design to test regulatory focus theory when it comes to attitudes toward unethical firms’ brand and the purchase intention. Our findings reveal that promotion-oriented participants were more negative toward Mitsubishi, which violates achievement (e.g. fuel efficiency), than prevention-oriented participants. More importantly, promotion-oriented people were less likely to buy Mitsubishi automobiles than prevention-oriented people. In contrast, prevention-oriented consumers are negative toward Volkswagen which violates protection (e.g. carbon dioxide emission reduction).
