...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Consumer Marketing >Prize-linked savings accounts: combining virtue and vice to make savings more enticing
【24h】

Prize-linked savings accounts: combining virtue and vice to make savings more enticing

机译：奖品储蓄账户：结合美德和副，使节省更多诱人

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Purpose - The purpose of this paper is to investigate whether moral licensing - that is, doing something morally dubious after doing the "right" thing - influences the attractiveness of an existing virtue-vice bundle. Design/methodology/approach - A prize-linked savings (PLS) account that combines a savings (certificate of deposit) and a probabilistic component (lottery) was examined. In two online experiments, the level of moral license offered by the PLS was manipulated through what institution offered the PLS or a lottery alternative. Findings - When the source of the PLS account was more moral (Study 1) or the source of the lottery was less moral (Study 2), the interest in the PLS increased. Research limitations/implications - Moral licensing plays a role in making virtue-vice bundles appealing and supports that the need for moral license can be used to increase interest in more morally acceptable behaviour. However, manipulating moral license in the field is complex and requires further research. Practical implications - Practitioners may increase PLS savings rates via messaging that emphasises how the saving aspect offers the customer the license to indulge in the gamble; similar to how McDonald's sold the idea of indulging in fast food with "You deserve a break today". Originality/value - This paper shows that the attractiveness of the PLS virtue-vice bundle is sensitive to the moral acceptability of the components, suggesting their ability to offer the consumer moral license to engage in a socially sanctioned action is part of their appeal. Also, demonstrating that the desire for moral license can be used to encourage positive behaviour.
机译：目的 - 本文的目的是调查道德许可证是否是在进行“正确”的事情后做出道德欺诈的事情 - 影响现有美德副捆绑的吸引力。设计/方法/方法 - 审查了储蓄（存款证书）和概率组成部分（彩票）的奖品链接的储蓄（PLS）账户。在两项在线实验中，请通过机构提供诸如拟议的机构或彩票替代方案来操纵PLS所提供的道德许可证。调查结果 - 当PLS账户的来源更为道德（研究1）或彩票的来源不那么道德（研究2），请利益增加。研究限制/影响 - 道德许可在使德国副捆绑上的吸引力发挥作用，并支持道德许可的需求可用于增加对更具有道德上可接受的行为的兴趣。然而，操纵该领域的道德许可是复杂的，需要进一步研究。实际意义 - 从业者可以通过消息传递增加PLS储蓄率，强调节约方面如何为客户提供沉迷于赌博的许可;类似于麦当劳如何在快餐中销售的想法与“今天你应该休息”。原创性/价值 - 本文展示了PLS美德副捆绑的吸引力对部件的道德可接受性敏感，这表明他们能够提供消费者道德许可来从事社会批保行动的一部分。此外，证明了道德许可的渴望可用于鼓励积极行为。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号