The Role of Guilt, Shame, and Social Distance in Bystander-Focused Prevention of Campus Sexual Violence

Tian, Shiyun; Li, Jo-Yun

doi:10.1080/10641734.2020.1841691

Cited by 15 publications

(7 citation statements)

References 71 publications

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“…Construal level theory (CLT) explains that people form abstract or concrete mental construals depending on their psychological distance from events and objects (Trope et al, 2007). Events or objects that seem distant in time or space appear more abstract, while events or objects that appear close in time or space appear more concrete (Choi et al, 2019;Huang, Jia, & Wyer, 2017;Seo & Yoon, 2022;Tian & Li, 2021;Yoon et al, 2020;Youn & Kim, 2019). That is, proximity evokes low-level, concrete, and detailed mental construal, while distance evokes high-level, abstract, and stable mental construal.…”

Section: Abstract Versus Concrete Message Framingmentioning

confidence: 99%

The COVID‐19 threat and luxury advertising

Baek

Kim

Yoon

et al. 2023

J of Consumer Behaviour

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The purpose of this research is to examine how the COVID‐19 pandemic has impacted the luxury goods industry. The authors hypothesize that pandemic threats drive consumers toward luxury consumption to increase their perceptions of control. The article reports results of three experimental studies conducted in the United States. In Study 1, after participants read an article about COVID‐19, they respond favorably to an advertisement for a luxury brand. The comparative control participants read an article about a tofu dish and respond less favorably to the luxury advertisement. Study 2 provides further evidence that perceived control acts as a mediator, while ruling out alternative explanations. Study 3 indicates that threat evokes luxury preferences only when advertisements for both luxury and nonluxury products use abstract messages, as opposed to concrete messages. The findings provide practical insights showing that the most effective advertising strategy for luxury brand managers is to use abstract rather than concrete messages for targeting consumers who feel highly threatened by COVID‐19.

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Section: Abstract Versus Concrete Message Framingmentioning

confidence: 99%

The COVID‐19 threat and luxury advertising

Baek

Kim

Yoon

et al. 2023

J of Consumer Behaviour

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“…Considerable evidence indicates that emotions have a self-regulatory function and that guilt and shame are particularly central in moral regulation (Greene & Haidt, 2002 ; Onweze et al, 2014 ; Teper et al, 2015 ; Tian & Li, 2021 ). How might guilt and shame relate to hypocrisy induction reactions among individuals guided by approach or avoidance moral regulation strategies?…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Approach versus Avoidance: A Self-Regulatory Perspective on Hypocrisy Induction in Anti-Cyberbullying CSR Campaigns

Ryoo

Kim

2023

J Bus Ethics

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Governments, institutions, and brands try various intervention strategies for countering growing cyberbullying, but with questionable effectiveness. The authors use hypocrisy induction, a technique for subtly reminding consumers that they have acted contrary to their moral values, to see whether it makes consumers more willing to support brand-sponsored anti-cyberbullying CSR campaigns. Findings demonstrate that hypocrisy induction evokes varying reactions depending on regulatory focus, mediated by guilt and shame. Specifically, consumers who have a dominant promotion (prevention) focus feel guilt (shame), which motivates them to overcome their discomfort by supporting (avoiding) an anti-cyberbullying campaign. Moral regulation is drawn as a theoretical underpinning to explain various consumer reactions to hypocrisy induction, the moderating role of regulatory focus, and mediating role of guilt and shame. The research contributes to the literature and provides practical implications by explaining when and why brands can use hypocrisy induction to persuade consumers to support social causes through the lens of moral regulation theory.

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“…In addition, CLT suggests that psychological distance influences mental representations (Choi et al , 2019; Pounders et al , 2018; Pounders et al , 2019; Tian and Li, 2021; Wu et al , 2021; Yoon et al , 2021a; 2021b). Information about uncertain distant events evokes abstract high-level construal, while information about more certain proximal events evokes concrete low-level construal (Perlovsky, 2015; Trope and Liberman, 2010).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Close your eyes and open your mind: how closed eyes affect evaluations of utilitarian and hedonic advertising appeals

Lee

Bakpayev

Yoon

et al. 2023

JCM

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Purpose Drawing on embodied cognition and construal level theory perspectives in marketing literature, the purpose of this study is to propose that closed eyes make events appear distant and increase high-level construal and abstract processing, whereas opened eyes make events appear near and increase low-level construal and concrete processing. The authors further argue that high (low) construal level induced by closed (open) eyes increases favoritism toward utilitarian (hedonic) appeals. Design/methodology/approach Drawing on embodied cognition and construal level theory, the authors conduct three studies to investigate how consumers form varying distance perceptions and attitudes toward advertising appeals depending on whether they open or close their eyes while contemplating the messages. In Study 1, the authors tested the effects of an advertisement featuring utilitarian versus hedonic appeals in a food waste reduction campaign. In Study 2, the authors tested the effects of an advertisement stressing utilitarian versus hedonic aspects of a brand of travel products. In Study 3, the authors tested the effects of an advertisement for hotel reward products depending on consumption motivations. Findings The studies support the hypothesis by showing that when individuals close their eyes, they form abstract processing styles (high-level construal), perceive events as more distant and increase preferences for utilitarian advertising appeals; when they open their eyes, they form concrete processing styles (low-level construal), perceive events as nearer and indicate preferences for hedonic advertising appeals. Originality/value The novel insight of this study shows how bodily sensations may affect various types of hedonic and utilitarian advertising appeals. This study contributes to the embodied cognition and construal level literature, but the contribution of this study is particularly important for marketers and advertisers in that the authors show interactions between open or closed eyes, hedonic or utilitarian product aspects and processing styles.

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The Role of Guilt, Shame, and Social Distance in Bystander-Focused Prevention of Campus Sexual Violence

Cited by 15 publications

References 71 publications

The COVID‐19 threat and luxury advertising

The COVID‐19 threat and luxury advertising

Approach versus Avoidance: A Self-Regulatory Perspective on Hypocrisy Induction in Anti-Cyberbullying CSR Campaigns

Close your eyes and open your mind: how closed eyes affect evaluations of utilitarian and hedonic advertising appeals

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