Does perceived treatment of unfamiliar employees affect consumer brand attitudes? Social dominance ideologies reveal who cares the most and why

Abstract

We investigate when, why, and for whom information regarding the treatment of unfamiliar employees—those with whom consumers have had no prior contact—is most likely to affect brand attitudes and intentions. Three experimental studies that varied whether a brand ostensibly offered employees more versus less favorable working conditions and benefits observed that: (i) perceptions of treatment of unfamiliar employees have a substantial impact on brand attitudes and corresponding intentions; (ii) political ideologies regarding the acceptance of inequality and dominance between societal groups play an important role in determining the magnitude of these effects; and (iii) joint effects of dominance ideologies and perceived employee treatment are mediated by empathy toward the employees and trust that workforce issues are handled appropriately. Thus, consumers empathize with and respond to distressing conditions of poor treatment for unfamiliar employees, and in this way, employee voices can have a powerful impact on their brand.