Physical contact + ethical marketing = increased consumer preference

Sep 17, 2013

Can world-saving claims like "not tested on animals" and "phosphate free," help sell bottles of shampoo and bars of soap? A new study from Concordia University's John Molson School of Business proves such statements can make consumers more likely to buy, especially when one's sense of touch is appealed to alongside one's sense of social justice.

In a paper recently published in the Journal of Business Ethics, Concordia University marketing professor Onur Bodur shows that for ethical claims to help sell , they have to align with he product's primary benefits, be they functional, such as alkaline batteries, or symbolic, like a Montreal Alouettes jersey.

For the study, Bodur teamed up with Concordia colleagues Ting Gao and Bianca Grohmann. They asked 311 participants to rate the marketing of utilitarian products—cough syrups and printer ink cartridges, and symbolic products—high school rings and hockey team car flags.

Results showed that for ethical marketing to work, utilitarian claims like "made with organic ingredients" need to be matched with utilitarian projects like , i.e., things that are actually used by . On the other hand, symbolic claims like "fair trade" should be paired with symbolic products like rings, i.e., products that consumers use to symbolise an attitude or indicate belonging to a certain group.

Bodur's research also uncovered the fact that ethical claims make consumers more likely to buy when they have physical contact with the product during consumption. So, making a statement like "made from organic cotton" will be more likely to boost t-shirt sales. But apply "biodegradable" to something like printer ink, which barely requires any tactile interaction, and sales won't be affected.

"The importance of touch relates to what's known as the positive contagion effect," explains Bodur, who is also director of the Centre for Multidisciplinary Behavioural Business Research. "That means that consumers are quicker to perceive increased benefits from products that involve a higher degree of physical contact, like something that you eat or wear. This is due to consumers' belief that ethical benefits can be transferred through physical contact."

This research has practical applications for the marketing world. Use utilitarian ethical claims for a practical product that will come into close contact with consumers—be it moisturizer, bread, or paper towels—and sales are likely to increase. Says Bodur, "if managers want to reap the benefits of sustainable marketing, they have to carefully consider the amount of physical contact consumers will have with their products, alongside the ethical claim they're making about that product."

Explore further: Wordplay persuades for customer reviews of truffles, but not laundry detergent

add to favorites email to friend print save as pdf

Related Stories

A closer look at the consuming gaze

Jul 30, 2012

Rows of chip bags in a vending machine, endless bottles of shampoo on pharmacy shelves, long lines of books arranged in the bestsellers section at the bookstore. From supermarket shelves to barroom beer selection, long lines ...

Recommended for you

Study finds law dramatically curbing need for speed

Apr 18, 2014

Almost seven years have passed since Ontario's street-racing legislation hit the books and, according to one Western researcher, it has succeeded in putting the brakes on the number of convictions and, more importantly, injuries ...

Newlyweds, be careful what you wish for

Apr 17, 2014

A statistical analysis of the gift "fulfillments" at several hundred online wedding gift registries suggests that wedding guests are caught between a rock and a hard place when it comes to buying an appropriate gift for the ...

Can new understanding avert tragedy?

Apr 17, 2014

As a boy growing up in Syracuse, NY, Sol Hsiang ran an experiment for a school project testing whether plants grow better sprinkled with water vs orange juice. Today, 20 years later, he applies complex statistical ...

Creative activities outside work can improve job performance

Apr 16, 2014

Employees who pursue creative activities outside of work may find that these activities boost their performance on the job, according to a new study by San Francisco State University organizational psychologist Kevin Eschleman ...

User comments : 0

More news stories

Clippers and coiners in 16th-century England

In 2017 a new £1 coin will appear in our pockets with a design extremely difficult to forge. In the mid-16th century, Elizabeth I's government came up with a series of measures to deter "divers evil persons" ...

Making graphene in your kitchen

Graphene has been touted as a wonder material—the world's thinnest substance, but super-strong. Now scientists say it is so easy to make you could produce some in your kitchen.