Asper School of Business

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Browsing Asper School of Business by Author "MAIN, KELLEY"

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    The Effect of Control Priming on Irresponsible Financial Behavior
    (Springer Link, 2018-06) EL HAZZOURI, MOHAMMED; MAIN, KELLEY
    Debt has reached staggering levels among North Americans. Unfortunately, there is deficiency of research that investigates effective means of helping consumers control their debt. We examine how control priming changes consumers' irresponsible financial behavior. We show that control priming reduces credit card spending and intentions to take credit card risk. We also show that consumers who score high on self-esteem are more likely to benefit from control priming while those who score low on self-esteem show a backlash effect.
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    ETHNIC MINORITY CONSUMERS REACTIONS TO ADVERTISEMENTS FEATURING MEMBERS OF OTHER MINORITY GROUPS
    (International Journal of Research in Marketing, 2017-07-06) EL HAZZOURI, MOHAMMED; MAIN, KELLEY J.; CARVALHO, SERGIO W.
    This research investigates how members of ethnic minority groups react to advertisements featuring members of other ethnic minority groups. The results of five experiments show that ethnic minority consumers feel more ostracized by advertisements featuring other ethnic minority groups, which consequently leads to a less favorable attitude toward these advertisements. These effects are moderated by the consumer’s level of ethnic identification and social dominance orientation (SDO). Inducing compassion improves the attitude of non-featured minorities towards the advertisement.