When I Feel How a Turtle Feels: Switching Perspectives Enhances Consumer Ethical Behavior

• Published in: Advances in consumer research Vol. 50; pp. 410 - 411
• Main Authors: Lee, Hsiao-Ching, Chang, Chun-tuan, Jian, Bo-yun, Chang, Chia-Han, Chi, Chan-shen
• Format: Conference Proceeding
• Language: English
• Published: Urbana Association for Consumer Research 01.01.2022
• Subjects: Actors; Animals; Behavior; Between-subjects design; Consumer behavior; Consumers; Emotions; Empathy; Ethics; Horror films; Marketing; Public service advertising; Social psychology; Switching
• ISSN: 0098-9258

This research contributes to the evolving research stream of visual perspective by proposing a switching perspective, comparing with first-person perspective, to enhance ethical behavior. Three experiments are conducted. Perceived fear and empathy are the sequential underlying mechanisms. Ad appeal...