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EMAC 2024 Annual


Highlighting the difference to make one: differential ethicality framing increases the choice share of ethical options.
(A2024-118726)

Published: May 28, 2024

AUTHORS

Zhuliang Liu, University of Leeds; Aulona Ulqinaku, Leeds University Business School; Dionysius Ang, Leeds University Business School ; Vasileios Davvetas, University of Leeds; Barbara Summers, University of Leeds

ABSTRACT

In this research, we introduce Differential Ethicality Framing (DEF), a novel strategy for increasing the choice share of ethical products by comparatively highlighting their ethical attributes. We propose that DEF shifts consumer focus to ethical attributes, impacting decision-making through increased ethical attribute weight, decision confidence and warm glow. Three studies validate DEF's efficacy in increasing ethical product choices against cheaper alternatives. Study 1 demonstrates DEF's influence on choice share and attribute weight. Study 2 explores DEF's effectiveness under prevention vs. promotion-focused conditions, revealing a significant impact on ethical attribute weight in prevention scenarios. Study 3 confirms DEF's robustness across numerical and verbal quantifiers. DEF emerges as an impactful tool for marketers, redirecting consumer attention to ethical aspects, thus promoting ethical consumer behaviour.