The next generations of luxury buyers will be increasingly involved in social and environmental issues, gradually asking for more CSR accountability. Luxury maisons, despite recognizing sustainability as a business imperative, seldom communicate their initiatives due to the apparent incompatibility of the two worlds. Past research has demonstrated how the concurrent elicitation of conflicting concepts of self-enhancement and self-transcendence typical of sustainable luxury communication negatively impact brand evaluation. This study investigates how self-construal manipulation plays a role in mitigating the cognitive disfluency phenomenon arising from CSR communication by luxury brands. On a sample of Americans and Italians, three different priming conditions are tested: an independent prime, an interdependent (collective) prime, and a neutral prime. The results of the experiment reveal that eliciting the interdependent self-construal by emphasizing collective concepts prior to the CSR message exposure positively affects brand evaluation via an increase in information fluency.
Self-Construals Theory Applications for an Effective Communication of Sustainable Luxury
Amatulli, Cesare
2020-01-01
Abstract
The next generations of luxury buyers will be increasingly involved in social and environmental issues, gradually asking for more CSR accountability. Luxury maisons, despite recognizing sustainability as a business imperative, seldom communicate their initiatives due to the apparent incompatibility of the two worlds. Past research has demonstrated how the concurrent elicitation of conflicting concepts of self-enhancement and self-transcendence typical of sustainable luxury communication negatively impact brand evaluation. This study investigates how self-construal manipulation plays a role in mitigating the cognitive disfluency phenomenon arising from CSR communication by luxury brands. On a sample of Americans and Italians, three different priming conditions are tested: an independent prime, an interdependent (collective) prime, and a neutral prime. The results of the experiment reveal that eliciting the interdependent self-construal by emphasizing collective concepts prior to the CSR message exposure positively affects brand evaluation via an increase in information fluency.File | Dimensione | Formato | |
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