...However, highlighting how injustice can be redressed through purchases enhances fair-trade support under conditions of high need. The effects are moderated by justice sensitivity factors, such as just-world beliefs and whether the product type (indulgence vs. necessity) makes the injustice of consumer privilege salient. The results suggest that communicating high need when requesting consumer prosocial actions can sometimes backfire. Marketers employing high need appeals should heighten perceptions of justice restoration potential and activate fairness-related thoughts through product positioning to encourage fair-trade purchases....
17 March 2014, 19.00
Munich City Hilton
- Dr Dirk Nitzsche: How should we choose our equity portfolio? Should we invest in mutual funds which have performed well?
- Dr. Rhiannon MacDonnell: What effect does gender and attractiveness have on entrepreneurs' ability to raise funds?
These Masterclasess are your opportunity to experience the sort of teaching our students enjoy on our MSc programmes taught in London.
— Rhiannon MacDonnell (@Rhiannon) February 14, 2014