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Sexually explicit advertisements boost consumer recycling due to moral cleansing goal activation

Author

Listed:
  • Matthew D. Meng

    (Utah State University)

  • Jessica Gamlin

    (University of Oregon)

Abstract

Building on research showing that sexually explicit advertisements (i.e., those depicting figuratively “dirty” content) are viewed as immoral, three experiments propose and demonstrate that exposure to figuratively dirty (vs. clean) advertisements activates consumers’ moral cleansing goals, which subsequently boosts recycling-related behaviors. These effects do not arise for literally dirty (vs. clean) advertisements, helping to support a goal activation account, rather than mere semantic priming. Further, the effect of figuratively dirty (vs. clean) advertisements on recycling-related behavior is amplified for consumers higher in internalized moral identity. These findings contribute to the literatures on consumer goal activation, moral identity, and sustainability, and have practical implications for marketers considering explicit advertising campaigns and public policy makers wanting to better understand the drivers of consumer recycling.

Suggested Citation

  • Matthew D. Meng & Jessica Gamlin, 2024. "Sexually explicit advertisements boost consumer recycling due to moral cleansing goal activation," Marketing Letters, Springer, vol. 35(2), pages 205-218, June.
    • Handle: RePEc:kap:mktlet:v:35:y:2024:i:2:d:10.1007_s11002-023-09689-0
    DOI: 10.1007/s11002-023-09689-0
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    References listed on IDEAS

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    1. Remi Trudel & Jennifer J. Argo & Matthew D. Meng, 2016. "The Recycled Self: Consumers’ Disposal Decisions of Identity-Linked Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 246-264.
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    3. Jessica Gamlin & Ping Dong & Aparna A. Labroo & Aaron Robinson, 2019. "Evoking Goals to Be Responsible: When Political Cues Increase Utilitarian Choice," Journal of the Association for Consumer Research, University of Chicago Press, vol. 4(1), pages 87-96.
    4. Winterich, Karen Page & Zhang, Yinlong & Mittal, Vikas, 2012. "How political identity and charity positioning increase donations: Insights from Moral Foundations Theory," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 346-354.
    5. Aaron R. Brough & James E. B. Wilkie & Jingjing Ma & Mathew S. Isaac & David Gal, 2016. "Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(4), pages 567-582.
    6. Jasmina Ilicic & Stacey M. Brennan & Alicia Kulczynski, 2021. "Sinfully decadent: priming effects of immoral advertising symbols on indulgence," Marketing Letters, Springer, vol. 32(1), pages 61-73, March.
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