Well-intended but effective? How marketing regulations influence consumer behavior

Riede, Kim Thalia ; Bamberger, Boas

URL: http://proceedings.emac-online.org/index.cfm?event...
Document Type: Conference or workshop publication
Year of publication: 2021
Book title: 50th EMAC Annual Conference : May 25 - 28, 2021, ESIC Business and Marketing School, Madrid: proceedings
Page range: Track 93947
Conference title: EMAC 50th Annual Conference 2021
Location of the conference venue: Online
Date of the conference: 25.-28.05.2021
Place of publication: Brussels
Publishing house: European Marketing Academy
Related URLs:
Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 330 Economics
Keywords (English): marketing regulations , consumer protection , public policy
Abstract: Policy makers are increasingly introducing marketing regulations to prevent global health threats caused by irresponsible consumption. However, empirical research is ambiguous about the effectiveness of such well-intended regulatory interventions in nudging consumers toward healthier consumption. Drawing on social cognitive theory, this study empirically tests the effects of marketing regulations on consumers’ behavior along the purchase process stages. We surveyed 1,236 consumers in three countries and across different industries about consumer behavior under varying regulations. Also, we replicate the findings with 191 participants using an experimental design. The results consistently reveal that marketing regulations have unintended harmful effects on both consumers and firms. Specifically, marketing regulations ultimately harm consumer brand loyalty and compliance through a negative impact on self-efficacy beliefs and subsequent self-determined decision making.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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