 Whose story is this? Source reveal as a communication tactic to increase consumers’ advocacy for social causesAnne Hamby, Davide Orazi and Patrick Moreau Journal of Business Research, 2024, vol. 170, issue C Abstract: Episodes of discrimination and marketplace injustice go viral frequently. Sometimes, people hear these stories from someone who was not the actual victim featured in the story. The current work examines how exposure to a story told by one person, that is subsequently revealed to have happened to another person, influences the audience’s persuasion-related responses. Across three studies conducted in the context of race and injustice in the marketplace (plus two in the web appendix), we demonstrate that the group membership (from a dominant vs. vulnerable group) of both the storyteller and the victim interact to influence an audience’s willingness to advocate for social causes. Examination of the process demonstrates that judgments of victim trustworthiness and perceived moral violation underlie the effects. In further support of process, the effect of victim race is attenuated when it is revealed at the beginning (vs. the end) of the message. The current work contributes to research on source effects, narrative persuasion, and advocacy-related word of mouth. Keywords: Narrative persuasion; Storytelling; Source effects; Perceived moral violation; Consumer advocacy (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:170:y:2024:i:c:s0148296323006689 DOI: 10.1016/j.jbusres.2023.114309 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.