What’s in a (First) Name? Personized Advertising Messages Enhance Consumer Perceived Ethicality

Septianto, Felix and Paramita, Widya and Ye, Sheng (2023) What’s in a (First) Name? Personized Advertising Messages Enhance Consumer Perceived Ethicality. Journal of Advertising, 52 (2). 179 – 192. ISSN 00913367

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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. © Copyright © 2021, American Academy of Advertising.

Item Type: Article
Additional Information: Cited by: 0
Uncontrolled Keywords: Personized Advertising,CPE,Advertising Messages
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics & Business > Doctoral Program in Accounting, Economics, and Management
Depositing User: Rini Widarti Widarti
Date Deposited: 30 May 2024 01:47
Last Modified: 30 May 2024 01:47
URI: https://ir.lib.ugm.ac.id/id/eprint/2381

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