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Contenido proporcionado por Melbourne Business School and University of Melbourne. Todo el contenido del podcast, incluidos episodios, gráficos y descripciones de podcast, lo carga y proporciona directamente Melbourne Business School and University of Melbourne o su socio de plataforma de podcast. Si cree que alguien está utilizando su trabajo protegido por derechos de autor sin su permiso, puede seguir el proceso descrito aquí https://es.player.fm/legal.
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Why choosing ethical products gives us a self-esteem boost

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Manage episode 279696287 series 1338811
Contenido proporcionado por Melbourne Business School and University of Melbourne. Todo el contenido del podcast, incluidos episodios, gráficos y descripciones de podcast, lo carga y proporciona directamente Melbourne Business School and University of Melbourne o su socio de plataforma de podcast. Si cree que alguien está utilizando su trabajo protegido por derechos de autor sin su permiso, puede seguir el proceso descrito aquí https://es.player.fm/legal.
Ethical purchases are not entirely altruistic, they provide value to the consumer in the form of a self-esteem boost, says Jill Klein, Professor of Marketing at Melbourne Business School. "One piece of advice that I would have for consumers is don't feel bad that it makes you feel good to buy an ethical product and that making yourself feel good is one of your motivations," Professor Klein says. "If what makes you feel good is helping someone else, that suggests you're an altruistic person and you should be proud of that and if it gives you a boost of self-esteem." Jill's latest research looks at how products that are marketed with a social benefit can increase the chance of customers buying them because of the self-esteem boost they get from ethical purchases. She spoke with Yasmin Rupesinghe in the latest episode of the Melbourne Business School Podcast.
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41 episodios

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Manage episode 279696287 series 1338811
Contenido proporcionado por Melbourne Business School and University of Melbourne. Todo el contenido del podcast, incluidos episodios, gráficos y descripciones de podcast, lo carga y proporciona directamente Melbourne Business School and University of Melbourne o su socio de plataforma de podcast. Si cree que alguien está utilizando su trabajo protegido por derechos de autor sin su permiso, puede seguir el proceso descrito aquí https://es.player.fm/legal.
Ethical purchases are not entirely altruistic, they provide value to the consumer in the form of a self-esteem boost, says Jill Klein, Professor of Marketing at Melbourne Business School. "One piece of advice that I would have for consumers is don't feel bad that it makes you feel good to buy an ethical product and that making yourself feel good is one of your motivations," Professor Klein says. "If what makes you feel good is helping someone else, that suggests you're an altruistic person and you should be proud of that and if it gives you a boost of self-esteem." Jill's latest research looks at how products that are marketed with a social benefit can increase the chance of customers buying them because of the self-esteem boost they get from ethical purchases. She spoke with Yasmin Rupesinghe in the latest episode of the Melbourne Business School Podcast.
  continue reading

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