Consumer Reactions to A Provider's Position on Social Issues : The Effect of Varying Frames of References  

Oleh:

Sen, Sankar ; Morwitz, Vicki G.

Jenis: Article from Bulletin/Magazine
Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 5 no. 1 (1996), page 27-48.
Topik: consumer; consumer reactions; provider position; social issue; frames of reference

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

How do consumers' perceptions of a provider's stance on a social issue affect their intentions to patronize that provider ? Drawing on research on public opinion and consumer decision making, we examined how the reference frames implicit in alternate issue wordings and a provider's status - quo position on that issue interact to affect consumers' willingness to engage in a range of consumption behaviours. Results o fteo experiments indicate that subjects perceived a minority rights law as being more justifiable and were more willing to patronize a provider that supported such a law when it was framed as "protection from discrimination" than that had withdrawn its prior support of a minority rights law than if it had never supported such a law only when the issue was framed as "protection from discrimination" and not as "special rights". This difference is partially explained by subejcts' justifiability perceptions and is moderated by their sex and familiarity with the minority group.

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