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Well-intended but effective? How marketing regulations influence consumer behavior
Riede, Kim Thalia
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Bamberger, Boas
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URL:
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http://proceedings.emac-online.org/index.cfm?event...
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Dokumenttyp:
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Konferenzveröffentlichung
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Erscheinungsjahr:
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2021
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Buchtitel:
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50th EMAC Annual Conference : May 25 - 28, 2021, ESIC Business and Marketing School, Madrid: proceedings
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Seitenbereich:
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Track 93947
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Veranstaltungstitel:
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EMAC 50th Annual Conference 2021
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Veranstaltungsort:
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Online
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Veranstaltungsdatum:
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25.-28.05.2021
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Ort der Veröffentlichung:
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Brussels
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Verlag:
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European Marketing Academy
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Verwandte URLs:
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Sprache der Veröffentlichung:
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Englisch
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Einrichtung:
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Fakultät für Betriebswirtschaftslehre > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
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Fachgebiet:
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330 Wirtschaft
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Freie Schlagwörter (Englisch):
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marketing regulations , consumer protection , public policy
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Abstract:
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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.
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 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
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