@article{2017:steinhart:who_would_,
title = {Who Would Like to be Treated Fairly? Utilizing the Entitativity and the Singularity Concept for Creating Effective Advertisements to Promote Fair-Trade Products},
year = {2017},
note = {When retailers create advertisements, web sites, and product packaging
to promote fair-trade products, they first should consider the fact
about whether the needy farmers and workers belong to the targeted
consumers’ ingroups or outgroups. When the producers of the products
live in the consumers’ country, when the producers have the same
cultural background as the consumers, and when the consumers easily
can recognized numerous additional commonalities with the producer, an
ingroup condition is likely to exist. When needy farmers and workers
living in developing countries are the producers of fair-trade
products, an outgroup condition is likely to exist.When the needy
producer belongs to the consumer ingroup, we recommend depicting one
single producer in the advertisement and describing her/his fate in
more detail to make her/him “identifiable.” Identifying
information could consist of her/his name, her/his fate, and her/his
personal benefits from participating in the fair-trade program. The
retailers should refrain from depicting of a low-entitativity group of
needy producers. Images are low in entitativity when two or more
persons are depicted which only exhibit a low amount of commonalities
(e. g., do not belong to the same family, have a different
appearance, and do not have further similarities than working together
to produce the product or its ingredients). The disorder of locating
the depicted persons in the image is also a source of low
entitativity.When the needy producer belongs to the consumers’
outgroups, we recommend either depicting a low-entitativity group or
needy farmers and workers or providing a lot of information that makes
the depicted persons identifiable. We suggest avoiding images that
show one single needy producer or a high-entitativity group of needy
producers without additionally providing a large amount of information
that makes the individual or group identifiable.These findings on the
effect of entitativity and singularity could also be beneficial to
create advertisements of charity organizations that contain appeals to
increase the willingness to donate and to design the packaging of the
products belonging to family brands. When donation appeals aim to
support ingroup members, the designers of ads should rely on the
existence of the single-identified-victim effect. This means, that
people evaluate other needy persons favorably when an individual is
depicted and a large amount of identifying information is provided.
When designers create packaging of products belonging to a favorable
family brand, the design of all of these products should possess
numerous commonalities.},
journal = {Marketing ZFP},
pages = {3--26},
author = {Steinhart, Tanja and Gierl, Heribert},
volume = {39},
number = {2}
}