The Role for Signaling Theory and Receiver Psychology in Marketing

Dunham, Bria

doi:10.1007/978-3-540-92784-6_9

Cited by 54 publications

(52 citation statements)

References 81 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Signalling theory combined with competitive altruism can be used to explain why people act in environmentally friendly ways. It can also be used for ‘understanding effective and efficient signal design’ (Dunham, , p. 229). Marketers should bear in mind that green products carry a high symbolic value (Uusitalo and Oksanen, ) and are consumed in a social context in which people want to present their self‐identity to others in a positive way.…”

Section: Resultsmentioning

confidence: 99%

See 1 more Smart Citation

Willingness to act and environmentally conscious consumer behaviour: can prosocial status perceptions help overcome the gap?

Žabkar

Hosta

2012

Int J Consumer Studies

145

View full text Add to dashboard Cite

Green marketing has not shown expected results in recent years in terms of real changes in behaviours, products and market structures as had been anticipated. Consumer behaviour plays an important role in making these changes happen, and drivers of environmentally conscious consumer behaviour still need to be examined. Concepts of ‘concern’, ‘information about environmental impact’ and ‘willingness to act’ are seen as the key predictors of environmentally conscious consumer behaviours. Although green marketing has been able to address genuinely concerned consumers, additional insights are needed regarding how to appeal to more mainstream consumers. Thus, this paper proposes an extended model of environmentally conscious consumer behaviour in which the gap between willingness to act and actual environmentally friendly consumption is addressed by the moderating role of ‘prosocial status’ perceptions. In the model, ‘concern’ is positively related to ‘willingness’ and both ‘willingness’ and ‘information’ are positively related to ‘behaviour’, while ‘prosocial status’ perceptions moderate ‘behaviour’. The model was verified using a quota sample of 319 general population respondents from a Central European country. According to data, ‘prosocial status’ perceptions increase the positive association between ‘willingness’ and ‘behaviour’ and could be incorporated into green products and advertising to signal personality traits like kindness and intelligence. One possible implication for marketers is that women have a higher average representation in groups of people with high prosocial status perceptions.

show abstract

Section: Resultsmentioning

confidence: 99%

“…(). Such ‘reproductively relevant qualities’ could prove to be useful for inclusion in signals of modern marketing that usually emphasize other signals, such as wealth [Miller (2009) in Dunham, ]. Further research should also investigate upon which ECCBs and product categories potential status gains could have the most impact.…”

Section: Resultsmentioning

confidence: 99%

Willingness to act and environmentally conscious consumer behaviour: can prosocial status perceptions help overcome the gap?

Žabkar

Hosta

2012

Int J Consumer Studies

145

View full text Add to dashboard Cite

show abstract

“…People readily make inferences about others based on the products they own (Bellezza et al, 2014; Miller, 2009; Shavitt & Nelson, 1999). It is in this sense that products often come to resemble signals that convey information to others (Dunham, 2011; Miller, 2009). By drawing on contagion theory, we offer novel insights to the literature on signaling in consumption.…”

Section: Discussionmentioning

confidence: 99%

How inferred contagion biases dispositional judgments of others

2016

View full text Add to dashboard Cite

Drawing on recent evidence suggesting that beliefs about contagion underlie the market for celebrity‐contaminated objects, the current work investigates how people can make biased dispositional judgments about consumers who own such objects. Results from four experiments indicate that when a consumer comes in contact with a celebrity‐contaminated object and behaves in a manner that is inconsistent with the traits associated with that celebrity, people tend to make more extreme judgments of them. For instance, if the celebrity excels at a particular task, but the target who has come into contact with the celebrity‐contaminated object performs poorly, people reflect more harshly on the target. This occurs because observers implicitly expect that a consumer will behave in a way that is consistent with the traits associated with the source of contamination. Consistent with the law of contagion, these expectations only emerge when contact occurs. Our findings suggest that owning celebrity‐contaminated objects signals information about how one might behave in the future, which consequently has social implications for consumers who own such objects.

show abstract

“…draw the attention of the consumer and are quickly and unconsciously judged to be either relevant or attractive from a fitness-promoting perspective" (Dunham, 2011, p. 267). Many studies on human attractiveness suggest that people pay attention to physical attractiveness and social status (see, for example, Buss, 1995;Dunham, 2011;Thornhill & Gangestad, 2008;Vyncke, 2011). Women, however, when assessing attractiveness, pay more attention to social status, and men to the appearance of women (Colarelli & Dettmann, 2003;Pawlowski & Koziel, 2002).…”

Section: Methodsmentioning

confidence: 99%

“…Evolutionary perspective need not explain the entire complexity of human preferences (Dunham, 2011;Vyncke, 2011). The existence of an innate component of taste does not exclude that taste is affected by learning (Appleton, 1996).…”

Section: Introductionmentioning

confidence: 99%

Evolutionary Aesthetics and Print Advertising

Łuczaj

2015

Sage Open

View full text Add to dashboard Cite

The article analyzes the extent to which predictions based on the theory of evolutionary aesthetics are utilized by the advertising industry. The purpose of a comprehensive content analysis of print advertising is to determine whether the items indicated by evolutionists such as animals, flowers, certain types of landscapes, beautiful humans, and some colors are part of real advertising strategies. This article has shown that many evolutionary hypotheses (although not all of them) are supported by empirical data. Along with these hypotheses, some inferences from Bourdieu's cultural capital theory were tested. It turned out that advertising uses both biological schemata and cultural patterns to make an image more likable.

show abstract

The Role for Signaling Theory and Receiver Psychology in Marketing

Cited by 54 publications

References 81 publications

Willingness to act and environmentally conscious consumer behaviour: can prosocial status perceptions help overcome the gap?

Willingness to act and environmentally conscious consumer behaviour: can prosocial status perceptions help overcome the gap?

How inferred contagion biases dispositional judgments of others

Evolutionary Aesthetics and Print Advertising

Contact Info

Product

Resources

About