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Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions

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Main Authors: Li, Yan, Hean Tat, Keh, Kyle B., Murray
Format: Book
Language:English
Published: Springer 2023
Subjects:
enhance consumers’ sustainable behavioral intentions
Online Access:https://link.springer.com/article/10.1007/s11747-023-00928-4
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8425
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spelling oai:localhost:PNK-84252023-05-09T01:47:13Z Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions Li, Yan Hean Tat, Keh Kyle B., Murray enhance consumers’ sustainable behavioral intentions CC BY Building on prior work examining discrete emotions and consumer behavior, the present research proposes that consumers are more likely to engage in the target sustainable behavior when marketers use an emotional appeal that matches the brand’s expressed values or one that is congruent with consumers’ value priority. In particular, we focus on two contrasting positive emotions—pride and awe. We show that the effectiveness of pride and awe appeals depends on the corresponding human values. Specifically, pride increases sustainable behavior and intentions when the self-enhancement value is prioritized; and awe increases sustainable behavior and intentions when the self-transcendence value is prioritized. Importantly, this interaction can be explained by enhanced self-efficacy. 2023-05-09T01:47:13Z 2023-05-09T01:47:13Z 2023 Book https://link.springer.com/article/10.1007/s11747-023-00928-4 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8425 en application/pdf Springer
institution Digital Phenikaa
collection Digital Phenikaa
language English
topic enhance consumers’ sustainable behavioral intentions
spellingShingle enhance consumers’ sustainable behavioral intentions
Li, Yan
Hean Tat, Keh
Kyle B., Murray
Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions
description CC BY
format Book
author Li, Yan
Hean Tat, Keh
Kyle B., Murray
author_facet Li, Yan
Hean Tat, Keh
Kyle B., Murray
author_sort Li, Yan
title Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions
title_short Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions
title_full Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions
title_fullStr Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions
title_full_unstemmed Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions
title_sort feeling the values: how pride and awe differentially enhance consumers’ sustainable behavioral intentions
publisher Springer
publishDate 2023
url https://link.springer.com/article/10.1007/s11747-023-00928-4
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8425
_version_ 1765445796736532480
score 8.891787

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