Benjamin Johnson and UFCJC Alumna Author Advertising Research Book Chapter on Consumer Hypocrisy

University of Miami Assistant Professor Sophia Mueller, Ph.D. 2023, Benjamin Johnson, University of Florida College of Journalism and Communications (UFCJC) Advertising associate professor and interim director of the STEM Translational Communication Center, and San Diego State University Advertising Professor Barbara Mueller are the authors of “Consumer Hypocrisy: When Purchasing Behaviors Are Not as Ethical as They Seem,” a chapter in Advances in Advertising Research XIV published on Aug. 2.

In their study, the chapter authors took a novel approach to understanding the concept of consumer hypocrisy. They examined how conflicting motives compete when consumers face ethical and unethical versions of products.

According to the authors, “We examined the self-perceptions of four generational cohorts as ethical versus unethical consumers, as well as their purchase intentions toward fashion, makeup and diamonds. Surprisingly, younger generations perceived themselves to be less ethical consumers than older generations. Across almost all categories, Gen Zs indicated higher intent to purchase both ethical and unethical products than older generations.”

Posted: August 6, 2024
Category: Alumni News, College News
Tagged as: Advertising, Advertising Research, Benjamin Johnson, Consumer Hypocrisy, Sophia Mueller