From unity to uproar: exploring how advocacy fusion and relationship norms shape cause advocate response to brand activism

Although prior research indicates that crowdsourcing is primarily beneficial for companies, this work reveals, across three studies, that quality perceptions of crowd‐sourced (vs. company‐generated) products are shaped by relationship norms: communal norms (vs. exchange norms). Study 1 indicates that developing a communal (vs. exchange) relationship with the company enhances quality perceptions of crowdsourced (vs. company‐generated) products. Study 2 shows that firms' innovation ability works as an underlying mechanism: when consumers develop a communal (vs. exchange) bond with the company, they attribute greater innovation competence to crowdsourcing (vs. company‐generated innovations). Finally, study 3 reveals that the beneficial effects of communal (vs. exchange) norms on perceived quality crowdsourced products only hold when the product innovation lacks complexity, and the effect is mitigated with high‐complexity tasks. By demonstrating the importance of relationship norms and their interaction with innovation complexity, we resolve mixed findings on consumers quality perceptions towards crowdsourcing, contributing to recent studies and further offering important implications for firms seeking to leverage crowdsourcing strategies effectively.

According to the dual entitlement principle, consumers find it fair for firms to price asymmetrically to cost changes—that is, for firms to increase prices when costs increase but maintain prices when costs decrease. However, a meta-analysis reveals asymmetric pricing is less prevalent in collectivistic (vs. individualistic) countries (study 1). We propose a fairness-based explanation, demonstrating that interdependent consumers in collectivistic cultures perceive asymmetric pricing to be less fair than do independent consumers in individualistic cultures (studies 2, 4, and 5). We attribute this cultural variation to culture-specific relationship norms. Specifically, we argue that while the practice of asymmetric pricing is consistent with the exchange norms among independent consumers that emphasize self-interest pursuit, it is inconsistent with the communal norms among interdependent consumers mandating firm benevolence. Supporting this argument, we find that (a) directly manipulating communal (vs. exchange) norms yields similar differences in fairness perceptions that mimic those due to culture (study 3), (b) the cultural differences are mediated by the communal mandate for firm benevolence (study 4), and (c) the cultural differences are mitigated when a firm frames asymmetric pricing as benevolent (study 5). We conclude by discussing the theoretical and managerial implications of these findings.

본 연구는 온라인 게임의 기존 이용자 유지 및 신규 이용자 유치 방안을 제시하고자 온라인 게임 이용자들의 긍정적 구전에 미치는 요인과 그 구조에 대해 밝히는 것을 목적으로 한다. 기존 연구에서는 게임의 속성이나 이용자의 속성이 온라인 게임 이용의도에 미치는 영향에 주로 초점이 맞춰져 있었다. 하지만 네트워크 기반으로 이용자 간 커뮤니케이션을 동반하는 온라인 게임의 특성상 개별 소비자의 이용뿐만 아니라 확산을 통한 일정 수준의 소비자 확보가 온라인 게임 시장에서 성공의 핵심 요인이다. 즉, 게임 이용자가 증가할수록 게임 이용자가 얻게 되는 가치가 증가할 것이라는 네트워크 외부성을 고려해야 한다. 따라서 본 연구는 온라인 게임의 사회규범적 특성 및 크리티컬 매스의 특성이 온라인 게임에 대한 태도 및 구전의도에 미치는 영향을 규명하고자 하였다. 연구결과 사회규범적 특성과 크리티컬 매스의 특성은 온라인 게임에 대한 태도에 유의한 양(+)의 영향을 미치는 것으로 확인되었다. 또한 사회규범적 특성과 태도는 이용자의 구전의도에 유의한 양(+)의 영향력을 직접적으로 미치는 것으로 밝혀졌다. 이러한 결과는 이용자 확보를 위해 긍정적 구전 확산을 원하는 온라인 게임 기업들에게 사회규범 및 크리티컬 매스의 활용 방안에 대한 실무적 시사점을 제시한다. The purpose of this research is to find the specific structure with factors that affect online game users' positive word of mouth(WOM) for online game companies to maintain existing and new users. In previous studies the influence of characteristics of online games and attributes of users on intention to play online games is mainly focused on. However online games are products with communication on network, so that critical mass through diffusion as well as the use of product by individual consumers is important issues. Therefore, it is necessary to consider network externality effect that the more value can be obtained by more game users. The authors verified that the influence of the variables like social mass and critical mass, affecting consumers' attitude and WOM. According to the research results, social norm and critical mass have significant influence on positive attitude and WOM intention for online games. Another results verified that social norm and users' attitude affect positive WOM intention directly. These results suggest managerial implication regarding social norm and critical mass to online game companies that desire for WOM to get more online game users.

This study examined the effects of chief executive officers’ (CEOs) self-disclosure on consumer–brand relationships and the moderating role of brand relationship norms. To test the proposed hypotheses, a 2 × 2 factorial design was implemented with self-disclosure (high vs. low) and relationship norms (exchange v. communal) as the between-subjects factors. The results showed the interplay between the level of CEOs’ self-disclosure on Instagram and the type of relationship norms between consumers and brands and their effects on consumers’ attitudinal and behavioral responses. For participants primed with the communal norm, high CEO self-disclosure induced more positive attitudes toward the CEO and the brand as well as higher consumer intentions for self-disclosure, than the low CEO self-disclosure; these results were reversed for participants in the exchange norm condition. This study advances the theoretical understanding of brands’ social media engagement using CEOs and provides practical implications.

This article briefly reviews 10 years of research on a distinction between communal and exchange norms. Communal norms dictate benefits should be given in response to the other's needs. Exchange norms dictate benefits should be given in response to specific benefits received in the past or with the expectation of receiving specific benefits in the future. Choice of norms is shown to be influenced by the type of relationship desired or existing between two people. Evidence of chronic individual differences in tendencies to follow communal and to follow exchange norms in relationships is also presented. We argue that most people believe that communal norms should be followed in family relationships and we outline implications of the research reviewed for understanding justice in the family. Implications of (i) behavior in accord with exchange norms (e.g., quick repayment of benefits received, keeping track of individual inputs into joint tasks), (ii) behavior in accord with communal norms (e.g., helping, expressing emotion) and (iii) individual differences in relationship orientations are discussed.

Objective Motor vehicle collisions are a leading cause of death for children. Risks of driver speeding, distraction, and impairment and protective benefits of following child passenger safety guidelines are well established, as are differences in safety behaviors and crash outcomes for child passengers across racial, ethnic, and linguistic groups. Persistent disparities warrant contemporary exploration of potentially modifiable factors across groups. In this study we examine differences in community transportation safety norms in relation to caregiver-reported risky driving behaviors, restraint use, and child passenger safety guideline adherence across racial, ethnic, and linguistic groups. Methods We conducted a secondary analysis of baseline data collected in the Tiny Cargo, Big Deal/Abróchame Bien, Cuídame Bien clinical trial (NCT04238247). We examined caregiver-reported agreement with eight statements about community norms for transportation safety (e.g., acceptability of cell phone use and adherence to child passenger safety guidelines) and their self-reported engagement in six risky driving behaviors (e.g., speeding and cell phone distractions), two seat belt use situations, and three child passenger safety behaviors. In complete case chi-square and Fisher’s exact tests analyses, we compared transportation behaviors and community norms across race, ethnicity, and preferred language. We also tested for associations between agreement with community norm statements and caregiver-reported engagement in related transportation safety behaviors using unadjusted logistic regression and logistic regression adjusted for caregiver demographic characteristics and child age. Analyses were conducted in Stata 18.0. Results Complete responses from 474 caregivers of children 6-months to 10-years-old were analyzed. Most participants identified as mothers (93.2%), 64.1% were married, and 60.97% completed a bachelor’s, graduate or professional degree. The median caregiver age was 36 years (interquartile range (IQR) 21, 50). One in ten participants preferred Spanish (n = 52) and among caregivers who preferred English, most identified as white (n = 175) or Hispanic/Latine (n = 138). Racial, ethnic, and linguistic group variation was observed for ten of eleven transportation behaviors and six of eight community norms for transportation safety (p < 0.05). Traveling unrestrained was most common among caregivers who preferred Spanish. However, speeding and cell phone use while driving were more common among caregivers who identified as white and preferred English. Several risky transportation behaviors were associated with related community norms (e.g., caregivers who perceived texting while driving as unacceptable in their community had higher odds of reporting never checking their phone while driving and their car was moving) (Adjusted Odds Ratio 3.61, 95% Confidence Interval: 2.18, 5.99, p < 0.001). Conclusions Caregiver reported engagement in risky transportation behaviors varied by race, ethnicity, and preferred language and was associated with community norms. Linguistically and culturally tailored campaigns seeking to modify community norms may be a strategy to reduce risky transportation behaviors among caregivers of young children.

Consumers often purchase new products based on online reviews and recommendations from both friends and strangers. Previous studies have extensively explored the effects of word of mouth (WOM) on the prepurchase stage, but little is known about whether WOM from friends or strangers can alter consumers’ postpurchase behavior. The authors propose that positive WOM from distant (vs. close) others increases consumers’ intention to share negative WOM when the product/service fails to perform to their satisfaction due to two distinctive motivations. First, consumers perceive that positive WOM from distant others might mislead more people, and, consequently, consumers expect their negative WOM to have a greater impact on helping others. Second, when receiving positive WOM from close others, they are less willing to publicly contradict the close others’ WOM even though they believe the WOM is misleading. Studies 1a and 1b demonstrate the main effect of interpersonal closeness on negative WOM intention, while Study 2 reveals the dual mediating effects of anticipated impact and relationship norm. Studies 3 and 4 validate these mechanisms by showing the moderating role of the self-construal level while ruling out the role of impression management. This research offers practical implications for WOM management across different social ties.

Prior research has found that consumer interpersonal relationship norms influence how consumers view marketing actions by a brand. Exchange relationships (e.g. payment for benefit received) and communal relationships (e.g. altruistic concern for a partner’s welfare) were studied. Violating relationship norms negatively affected consumer judgments. We replicate and extend this finding. We show general support for the proposed interaction across a range of dependent measures, manipulations and with an Australian sample. We also show that the negative effects of norm transgression by charging consumers a fee can be attenuated when the fee is modest and that exchange participants can also regard fees as violations of relationship norms.

This research investigates the relevance of exchange norms in a business-to-consumer context and studies the impact of both relational and discrete norms on customer satisfaction in services. As existing scales focus only on relational norms and are mostly limited to business-to-business contexts, Study 1 ( n = 164) proposes measurement scales for seven exchanges norms adapted to a business-to-consumer context: Reciprocity, The Linking norms, Creation and restraint of power, Role integrity, Solidarity, Flexibility, and Effectuation of consent. Study 2 ( n = 295) tests the influence on these norms on customer satisfaction. The article demonstrates that exchange norms as a whole positively affect customer satisfaction and, more specifically, that relational norms explain satisfaction better than discrete norms. The findings also show that, contrary to customer relationship proneness, relationship duration moderates the link between exchange norms and customer satisfaction.

Purpose The consumer–brand relationship (CBR) literature is grounded in the notion that CBRs mirror interpersonal relationships. Yet little research has examined whether the relational norms that underpin these relationships operate consistently across cultural contexts. This study challenges the assumption that consumers universally value balanced and equitable relationships. It examines two contrasting national settings to explore how the norms guiding relational engagement vary across cultural contexts, focusing on differences in relational norms (communal vs exchange) and relational rewards (intrinsic vs extrinsic). Cultural dimensions such as power distance provide a useful interpretive lens for understanding these differences. Design/methodology/approach The study uses the student–university relationship as the empirical context to investigate cultural differences in CBRs. A cross-cultural survey was administered to 511 respondents in the United Kingdom and 263 respondents in Ghana. Findings The results reveal distinct relational patterns across the two cultural contexts examined. In the UK, communal and exchange-based CBRs aligned with conventional relationship theories. In Ghana, however, these patterns diverged from expected distinctions between communal and exchange norms. Furthermore, attachment anxiety interacted with cultural context, moderating the effects of relational norms and attenuating contextual differences. Originality/value This study contributes to the growing body of CBR research by introducing a cross-cultural perspective. It demonstrates that relational norms are not universally applied but vary across contrasting cultural contexts and are further shaped by individual attachment styles. These findings offer actionable insights for relationship marketing strategists, highlighting the importance of adapting approaches to both cultural and individual differences.

Purpose Given the increasing importance of relationship management in service recovery encounters, this study aims to investigate the role of consumer–organization relationship norms (communal versus exchange) in connection with the service recovery process. Design/methodology/approach Based on a thorough review of the previous literature, the model was developed. Using a scenario-based survey method, a total of 204 usable responses were obtained via self-administered questionnaires in the USA. Anderson and Gerbing’s two-step approach was used to assess the measurement and structural models. Findings The findings indicate that consumers’ recovery processes are influenced by relationship norms. For consumers in the communal relationship, perceived social recovery had a greater influence on satisfaction with the service recovery. Consumers in the exchange relationship reacted more sensitively to perceived economic recovery in terms of satisfaction with the service recovery. Research limitations/implications The focus of this study is restaurant consumers’ responses to service recovery in the context of an established relationship. Therefore, the results may not be generalizable for other consumers and segments. Practical implications The findings have important implications for increasing the understanding of consumer behavior in established relationships and suggesting effective recovery strategies. Originality/value This study investigates the effect of different relationship norms that could explain varying consumer responses to service recovery within a high-quality relationship. It also provides directions for improving consumers’ satisfaction with service recovery. This differs from previous studies that mainly focused on relationship quality.

Existing scholarship acknowledges workplace friendships as complex relationships integrating exchange and communal interaction patterns governed by distinct norms. However, critical gaps remain in understanding how these relational complexities differentially influence organizational citizenship behaviors, particularly regarding contextual boundary conditions. This study advances a motivational framework examining how workplace friendships shape helping behaviors through dual normative pathways. We propose that perceived relationship motivations determine whether workplace friendships activate communal norms (fostering proactive helping) or exchange norms (promoting reactive helping). Using multi-wave field surveys (Study 1, N = 615) and experimental methods (Study 2, N = 214), results demonstrate that autonomous relationship motivation perceptions strengthen the link between workplace friendships and communal norms, enhancing proactive helping. Conversely, controlled relationship motivation perceptions amplify the connection between workplace friendships and exchange norms, increasing reactive helping. These findings resolve theoretical ambiguities about normative pluralism in workplace relationships, identify motivational antecedents of norm activation, and establish boundary conditions for relationship-driven citizenship behaviors.

Human vs. AI: Understanding the impact of anthropomorphism on consumer response to chatbots from the perspective of trust and relationship norms

PurposeThis paper aims to examine how the relationship norms established between customers and brands influence customer perceptions of crowdsourcing (vs firm-generated) cues.Design/methodology/approachFour studies (N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on brand engagement, and the underlying mechanism of self-brand connection.FindingsThe findings suggest that crowdsourcing (vs firm-generated) cues lead to higher brand engagement (Studies 1A–1B), mediated by self-brand connection (Studies 2–3). In addition, relationship norms moderate the effects (Study 3), such that under exchange brand relationships crowdsourcing (vs firm-generated) cues yield higher brand engagement, whereas communal brand relationships reverse such effects.Practical implicationsThe findings provide valuable managerial implications by highlighting the importance of using relationship norms as diagnostic cues to successfully implement crowdsourcing initiatives.Originality/valueThis research adds to the customer-brand relationship literature by revealing an accessibility-diagnosticity perspective of consumers’ reactions to crowdsourcing (vs firm-generated) cues.

Few studies on the effects of smartphone assistants' anthropomorphism on consumer behavior have been conducted. This study explored the effects of anthropomorphism on consumers' psychological ownership of smartphone assistants and perceptions of their competence. Moreover, it investigated arousal during smartphone assistant use and examined how relationship norms governing the consumer–smartphone assistant relationship moderate the effects of anthropomorphism on psychological ownership. In study 1, which had a one‐factorial design (high vs. low anthropomorphism), a highly anthropomorphic smartphone assistant was perceived to be more competent. In study 2, which followed the same experimental procedure under a 2 × 2 full factorial design, the anthropomorphism–relationship norms interaction moderated psychological ownership. Psychological ownership fully mediated the effect of anthropomorphism on perceived competence. Study 3 employed a 2 (anthropomorphism: high vs. low) × 2 (arousal: high vs. low) × 2 (relationship norms: exchange vs. communal) full factorial design. In the high arousal condition, anthropomorphism and relationship norms exerted no significant effect on psychological ownership. A conditional indirect effect from anthropomorphism to perceived competence through psychological ownership was only significant under low arousal and adherence to communal relationship norms. In summary, the degree of anthropomorphism influenced perceived competence through psychological ownership. Therefore, companies should incorporate anthropomorphic cues into smartphone assistant design, thereby promoting their personification by consumers and benefiting perceptions of their competence.