By using multilevel mediation involving 322,589 posts made by 384 musicians over 104 weeks, we simultaneously analyze the short-term and long-term effects of charity-related signaling on sales, with social media engagement as the mediator. Specifically, we compare the effects of charity-related signals with those of two other types of signals: mission-related (i.e., promoting music and commercial products) and non-mission-related (i.e., other posts that do not relate to the other two categories). In the short term, the indirect effect of using charity (...) signaling on sales (through engagement) is positive, though smaller than the effects of mission-related and non-mission related signals. However, in the long term, the indirect effect of regularly using charity-related signaling on sales (through long-term engagement) is greater than for the effects involving the other types of signals. We derive from these findings three main implications for the business ethics literature. First, in the long term, the mutual economic benefits of charity signaling should encourage both entities (i.e., musicians and charities) to go beyond short-term, transactional philanthropy. Second, because it is profitable for musicians to partner with charities in the long-term, our research argues that charities have extensive bargaining power in such co-branding decisions. Third, our research highlights the importance of studying the longitudinal aspects of co-branding decisions involving non-profit organizations; the financial outlook of such decisions could greatly vary depending on the timeframe (i.e., short vs. long). (shrink)

In recent years, counterfeiting has grown exponentially and has now become a grave economic problem. The acquisition of counterfeits poses an ethical dilemma as it benefits the buyer and illegal seller at the cost of the legitimate producer and with fewer taxes being paid throughout the supply chain. Previous research reveals inconsistent and sometimes inconclusive findings regarding whether materialism is associated, positively or negatively, with intentions to purchase counterfeits. The current research seeks to resolve these inconsistencies by investigating previously ignored (...) interactions between three variables: risk of embarrassment, counterfeit detectability and product conspicuousness. First, risk of embarrassment mediates the relationship between materialism and counterfeit purchase intentions. Specifically, materialism negatively predicts counterfeit purchase intentions as mediated by risk of embarrassment. Second, this relationship only holds when the counterfeit can be easily detected. When it is not easily detected, materialism instead leads to positive purchase intentions. Third, these positive effects can be offset when the product is not highly visible. This research has important implications for marketers, manufacturers and academics and contributes to better understanding the antecedents of counterfeit purchases. (shrink)

Prior research indicated that resistance to consumption contributes to the achievement of sustainable development goals and is associated with higher well-being. We investigate conditions under which materialists intend to resist consumption. We find that by enhancing self-control and long-term orientation, the intention to resist consumption and the frugality scores of high- and low-materialism individuals increase. These increases are stronger for those who believe that possessions are a source of happiness, but not for those who believe that possessions signal success or (...) for those who believe that acquiring possessions is a central goal in their daily lives. The findings suggest that individuals who believe that possessions are a source of happiness and who are led to feel more self-controlled and long-term oriented become inclined to resist consumption in the short-term to achieve materialistic aspirations in the long-term. Similar findings were not obtained for the other dimensions of materialism because these dimensions do not motivate one to save in the short-term. Overall, these studies demonstrate that the happiness dimension of materialism may also motivate resistance to consumption. Such findings have implications for sustainability, for public policy makers, and for business ethics. (shrink)

The use of airbrushed “thin ideal” models in advertising creates major ethical challenges: This practice deceives consumers and can be harmful to their emotional state. To inform consumers they are being deceived and reduce these negative adverse effects, disclaimers can state that the images have been digitally altered and are unrealistic. However, recent research shows that such disclaimers have very limited impact on viewers. This surprising result needs further investigation to understand how women who detect that images have been airbrushed (...) are still harmed by them. Three studies reported in this article address this question. The authors identify a typology, based on a combination of three emotional reactions experienced by women who are exposed to the airbrushed thin ideal. In further analyses, they investigate how detection of airbrushing—whether spontaneous or with the help of a disclaimer—relates to these emotional reactions and women’s attitudes to altered images. Results show that detection of airbrushing does not systematically protect women from either wanting to look like airbrushed thin models or the negative emotions triggered by exposure to thin ideal images, nor does it always generate defensive reactions toward ads using such images. Women who detect that images have been airbrushed may still process these images as realistic. In addition to discussing this irrational process of self-deception, this article suggests policy interventions to prevent it. (shrink)