Four studies were carried out to examine how identity fusion, self‐ and group efficacy, and collective action are related and what role self‐expansion plays in these relationships. In the pilot study, participants recalled their experience of participating in mass gatherings. The three other studies were conducted during mass gatherings organized for collective purposes: a music concert (Study 1), a bicycle activist event (Study 2), and Equality Days (Study 3). The results showed (a) a significant positive relationship between personal and group identity fusion, self‐expansion, and self‐efficacy (Study 1); (b) a significant mediating effect of self‐expansion on the relationship between personal and group identity fusion and group efficacy (Studies 1 and 2); and (c) a significant mediating effect of self‐ expansion and group efficacy on the relationship between identity fusion and collective action tendency (Studies 2 and 3).
Findings regarding the effectiveness of (non)traditionally gendered advertisements are mixed and largely emanate from the United States. We tested the stereotype content model and ambivalent sexism theory cross-nationally in an advertising context and predicted that paternalistic (vs. envious) female stereotypes will trigger higher purchase intent (PI) irrespective of country (Hypothesis 1), viewers' benevolent sexism will positively predict PI for paternalistic housewife advertisements (Hypothesis 2a), viewers' hostile sexism will negatively predict PI for envious businesswoman advertisements (Hypothesis 2b), and these relationships with sexism will be confined to less gender egalitarian countries (i.e., Poland and South Africa) (Hypothesis 3).Statistical analyses of data from 468 Polish, South African, and British university students supported Hypothesis 1 and partially supported Hypotheses 2 and 3. The predicted patterns held for South Africa, but in Poland, viewers' benevolence positively predicted PI for both advertisement types, with the exception of highly hostile women. British viewers' hostility positively predicted PI for the housewife advertisement. Our findings support the cross-cultural applicability of the stereotype content model to advertising and suggest that the predictive role of sexism changes depending on its type, advertisement type, country, and gender. We recommend that advertisers should adopt a nuanced approach in predicting the effectiveness of gendered advertisements.
In general, experiential purchases have been found to make people happier than material purchases. However, previous research has ignored a crucial issue-the importance of the brand and the consumer−brand relationship in this context. Since many purchases are associated with a brand and the brand is often the main motivation for the purchase, we argue that researchers should include the consumer −brand relationship in studies on the effects of material versus experiential consumption on happiness. Building on the social exchange theory, the current research examines the moderating role of consumers' tendency to include brands as part of the self in the relationship between purchase type and happiness. Across three studies, using different methods (a comparative survey: N1 = 422 individuals; two experiments: N2 = 206 and N3 = 177 individuals), we found that individuals with high levels of brand engagement in self-concept (BESC) derive similar levels of purchase-related happiness from experiential and material purchases, while individuals with low levels of BESC find more purchase-related happiness in experiential than in material purchases.brand engagement in self-concept, consumer happiness, consumer−brand relationship, experiential purchases, happiness, material purchases
| INTRODUCTIONJust about all people strive to be happy. To achieve this fundamental human goal, they make decisions every day-including purchasing decisions (Mogilner et al., 2012). In this respect, happiness research is also relevant for consumer research (Brakus et al., 2022;Nicolao et al., 2009). Here, one of the more explored areas, which has been studied for about two decades (Dunn et al., 2011), focuses on the relationship between the type of purchase (material vs. experienceoriented) and happiness. Many studies (see Gilovich & Gallo, 2020;
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