当首席执行官的薪水成为品牌问题时
Ali Besharat1, Kimberly A Whitler2, Saim Kashmiri3
1Daniels College of Business, University of Denver, Denver, USA.
概括
高级首席执行官 (CEO) 的薪酬会对消费者的购买意图产生负面影响,尤其是在品牌危机期间. 这种效应在拥有强有力的股权的品牌中得到了放大,从而降低了消费者信任.
科学领域:
- 商业道德 商业道德
- 消费者心理学 消费者心理学
- 公司治理 公司治理
背景情况:
- 几十年来,首席执行官的薪酬在多个学科中获得了大量关注.
- 对于高CEO薪酬的道德问题,公众的担忧与学术兴趣同时增加.
- 尽管有公众和政府的压力,首席执行官的薪酬继续增加.
研究的目的:
- 调查首席执行官 (CEO) 薪酬对消费者购买意向的影响.
- 检查品牌危机条件如何调节CEO薪酬和购买意图之间的关系.
- 了解在危机期间,品牌权益在首席执行官支付购买意图关系中的作用.
主要方法:
- 采用了多种方法的研究设计.
- 这包括一个试点研究,两个在线实验和一个事件研究.
- 这些方法用于分析CEO薪酬对消费者行为的影响.
主要成果:
- 发现CEO薪酬与消费者购买意图之间存在负面关系.
- 当一个品牌经历危机时,这种负面关系会显著放大.
- 对于拥有强有力的股权的品牌来说,负面影响更为明显.
结论:
- 在品牌危机期间,高CEO薪水会削弱消费者对品牌的信任.
- 这种信任的侵蚀导致消费者购买意图的减少.
- 调查结果为管理治理决策和CEO薪酬周围的信息提供了洞察力.
相关概念视频
Compensation Mechanisms
429
The human body employs intricate mechanisms to counteract changes in blood pH, preventing conditions like acidosis (pH < 7.35) and alkalosis (pH > 7.45). These compensatory responses aim to restore normal arterial blood pH by engaging respiratory or renal systems, depending on the source of the imbalance.
Respiratory Compensation
This mechanism addresses metabolic-induced pH imbalances by adjusting breathing rates. Respiratory compensation begins within minutes of detecting a pH...
Respiratory Compensation
This mechanism addresses metabolic-induced pH imbalances by adjusting breathing rates. Respiratory compensation begins within minutes of detecting a pH...
429
Ethical Dilemmas I
960
Ethical dilemmas in nursing are of utmost importance, as they often arise from the tension between adhering to core ethical principles and the practical realities of healthcare delivery. These dilemmas require nurses to navigate complex situations where competing ethical considerations pull them in different directions.
Let us explore some examples to understand the potentially complex moral decisions nurses face.
Take the case of caring for minors, particularly in areas related to reproductive...
Let us explore some examples to understand the potentially complex moral decisions nurses face.
Take the case of caring for minors, particularly in areas related to reproductive...
960
Persuasion Strategies
38.8K
Researchers have tested many persuasion strategies, including the foot-in-the door and the door-in-the-face techniques, in a variety of contexts. Ultimately, the principles are effective in selling products and changing people’s attitude, ideas, and behaviors (Cialdini & Goldstein, 2004).
38.8K
Social Loafing
34.8K
Another way in which a group presence can affect performance is social loafing—the exertion of less effort by a person working together with a group. Social loafing occurs when our individual performance cannot be evaluated separately from the group. Thus, group performance declines on easy tasks (Karau & Williams, 1993). Essentially individual group members loaf and let other group members pick up the slack. Because each individual’s efforts cannot be evaluated,...
34.8K
Incentive Theory: Pull Theory of Motivation
485
Incentive theory, or the "pull theory" of motivation, suggests that external rewards primarily drive behavior. Individuals are motivated to engage in activities when they anticipate a desirable outcome. This is why people often work hard for promotions or study intensively to achieve high grades. These incentives can be tangible, physical rewards such as money or promotions, or intangible, non-physical rewards like praise and social recognition.
The theory differentiates between...
The theory differentiates between...
485
Self-Discrepancy Theory
18.4K
One influential perspective on what motivates people's behavior is detailed in Tory Higgin's self-discrepancy theory (Higgins, 1987). He proposed that people hold disagreeing internal representations of themselves that lead to different emotional states.
18.4K


