In this research, we investigate the effect of implicit gender cues on brand warmth and competence perception. Further, we examine how consumers react to implicit gender cues when exposed to
Introducing the concept of equitable exchange to advertising, this paper tests the popular notion that “advertising needs to earn consumers’ attention”. Drawing on equity theory, we hypothesize
Engagement is a concept which is currently proving to be of enormous interest in both academic as well as business fields. In addition to providing further insights into the notion, or more
Social norms play an important role in shaping environmentally conscious purchase decisions. However, individuals are often part of many different groups resulting in a more complex social identity.
People are likely to systematically approach the ethics of others more critically compared to their own ethics. Moral hypocrisy reflects this egocentric ethics perspective as it refers to the