What’s in a (First) Name? Personized Advertising Messages Enhance Consumer Perceived Ethicality
研究通过在广告中加入员工或供应商的名字来个性化信息，发现当消费者感知到公司与员工或供应商有较高社会联系时，这种策略能提升消费者对公司的道德评价。
Despite the significance of consumer perceived ethicality (CPE) in the current business world, it remains unclear how companies can foster CPE among consumers. The present research investigates the potential of personizing a stakeholder (e.g., an employee or a supplier) by incorporating the person’s first name in advertising messages. Across four experimental studies, this research shows how personized advertising messages can increase CPE when consumers perceive a high degree of social connectedness between a company and its employees or suppliers. The findings of this research add to the understanding of CPE and further offer practical implications for advertisers in developing effective strategies to foster CPE.