Punishing Politeness: The Role of Language in Promoting Brand Trust

Aparna Sundar () and Edita S. Cao ()
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Aparna Sundar: University of Oregon
Edita S. Cao: University of Washington

Journal of Business Ethics, 2020, vol. 164, issue 1, No 3, 39-60

Abstract: Abstract Morality is an abstract consideration, and language is an important regulator of abstract thought. In instances of moral ambiguity (e.g., ethically ambiguous business practices), individuals may pay particular attention to matters of interactional justice (i.e., how consumers are treated with politeness and dignity by the brand in question). Politeness in language has been linked to greater perceptions of social distance, which we contend is instrumental in regulating attitudes toward a brand. We posit that politeness in a brand’s advertising will impact consumers who are attuned to violations of interactional justice [i.e., those with low belief in a just world (BJW)]. In three studies, we demonstrate that the politeness used in advertising as well as consumers’ individual differences in BJW affect judgments and attitudes toward brands. Specifically, individuals with a low just world belief are more likely to harbor negative attitudes towards a brand with ethically ambiguous business practices if the language used in advertising is impersonal (politer) than when the language used in advertising is personal (less polite). Importantly, for individuals with a low BJW, lowered trust due to the advertisement’s language mediated the relationship between politeness and attitudes toward the brand. Theoretical and managerial implications of this research are discussed.

Keywords: Politeness theory; Interactional justice; Belief in a just world (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (4)

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DOI: 10.1007/s10551-018-4060-6

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