The Relationship Between the Moral Foundations of Filipino University Students in Metro Manila and Their Attitude Towards Brand Activism
Keywords:
Brand Activism, Moral Foundations, Consumer Attitude, Filipino University StudentsAbstract
The purpose of this study was to determine the relationship of the moral foundations of Filipino university students in Metro Manila to their attitude towards brand activism. To interpret the data, the researchers utilized descriptive and inferential statistics. The data was gathered from the survey questionnaires that were distributed through online academic groups and Facebook Messenger. Findings showed that the respondents have a higher endorsement of the individualizing foundations comprised of harm/care and fairness/reciprocity, which was found to have manifested a strong positive attitude towards brand activism. On the other hand, binding foundations consisted of purity/sanctity, authority/respect, and ingroup/loyalty exhibited a weak attitude. These results indicated that there is a significant relationship between the moral foundations of Filipino university students and their attitude towards brand activism. Thus, the researchers recommend that advertisers and advertising practitioners consider using brand activism in their future campaigns as it has shown that the similarity in the principles of brand and consumers will elicit a positive consumer attitude. Additionally, this study can be used as a basis for future studies which may include the exploration of other factors affecting the respondents’ attitudes toward brand activism.
References
Alloway, T., Runac, R., Qureshi, M. & Kemp, G. (2014) Is Facebook Linked to Selfishness? Investigating the Relationships among Social Media Use, Empathy, and Narcissism. Social Networking, 3, 150-158. doi: 10.4236/sn.2014.33020.
Apostol, L., Rebega, O. L., & Miclea, M. (2013). Psychological and Socio-demographic Predictors of Attitudes toward Animals. Procedia - Social and Behavioral Sciences, 78, 521–525. https://doi.org/10.1016/j.sbspro.2013.04.343
Aronsson, H., & Kato, P. (2021). Brand activism, does it work?: A quantitative study on how advertising that contains elements of social activism affects consumer-based brand equity and how it in turn affects consumer purchasing engagement. Retrieved from https://www.diva-portal.org/smash/get/diva2:1560916/FULLTEXT01.pdf
Bailey, M., & Williams, L. R. (2016). Are college students really liberal? An exploration of student political ideology and attitudes toward policies impacting minorities. The Social Science Journal, 53(3), 309–317. doi:10.1016/j.soscij.2016.04.002
Barbalet, J. (2020). Bases of social obligation: the distinction between exchange and role and its consequences, Distinktion: Journal of Social Theory, 21:3, 334-349, doi: 10.1080/1600910X.2020.1816558
Barber, M., & Pope, J. (2019). Does Party Trump Ideology? Disentangling Party and Ideology in America. American Political Science Review, 113(1), 38-54. doi:10.1017/S0003055418000795
Benner, R. E. (2018). Brand Activism: Working Toward Progressive Representations of Social Movements (Doctoral dissertation, University of Oregon). Retrieved from https://scholarsbank.uoregon.edu/xmlui/bitstream/handle/1794/23984/Final%20Thesis-Benner.pdf?sequence=1&isAllowed=y
Bhatt, R., & Licsandru, T. (2020). Standardization Versus Adaptation Of Brand Activism: The Role Of Culture On Millennial Female Consumers Perception Of Femvertising. In 2020 AMA Summer Academic Conference (p. 894). Newcastle University.
Blake, L., Bland, B., & Golombok, S. (2015). Hidden voices: Family estrangement in adulthood. Cambridge, UK: Centre for Family Research at University of Cambridge.
Brennan, L., Klassen, K., Weng, E., Chin, S., Molenaar, A., Reid, M., ... & McCaffrey, T. A. (2020). A social marketing perspective of young adults' concepts of eating for health: is it a question of morality?. International Journal of Behavioral Nutrition and Physical Activity, 17(1), 1-14. Retrieved from https://ijbnpa.biomedcentral.com/articles/10.1186/s12966-020-00946-3
Bruder, C., & Lübeck, H. (2019). It’s Time To Become Brave-The Phenomenon of Social Brand Activism. Lund University.
Cabo, W. L. (2018). Youth and political participation in the Philippines: Voices and themes from a Democracy Project. Journal of Politics and Governance, 8(1), 259-271. Retrieved from http://copag.msu.ac.th/journal/filesjournal/8-1/20042018111044.pdf
Camurdan, E., & Gurhan-Canli, Z. (2019). Brands Are the Right Choice: Political Ideology and Brand Centricity. ACR North American Advances. Retrieved from https://www.acrwebsite.org/volumes/v47/acr_vol47_2551303.pdf
Carr, D. J., Gotlieb, M. R., Lee, N. J., & Shah, D. V. (2012). Examining overconsumption, competitive consumption, and conscious consumption from 1994 to 2004: disentangling cohort and period effects. The ANNALS of the American Academy of Political and Social Science, 644(1), 220-233. doi/abs/10.1177/0002716212449452
Cepeda, C., & Ines, E. (2016, March 17). A moral entanglement: Purity and promiscuity. The LaSallian. Retrieved from https://thelasallian.com/2016/03/17/a-moral-entanglement-purity-and-promiscuity/
Chapter 2: What Makes a Good Leader, and Does Gender Matter? (2020, August 7). Pew Research Center’s Social & Demographic Trends Project. Retrieved from: https://www.pewresearch.org/social-trends/2015/01/14/chapter-2-what-makes-a-good-leader-and-does-gender-matter/
Chinedu, A., Haron, S., Hashim, A., & Ho, J. (2021). Consumers’ attitudes towards purchase intention for local brand automobiles manufactured in Malaysia. Management Science Letters, 11(5), 1629-1638. Retrieved from: http://m.growingscience.com/msl/Vol11/msl_2020_427.pdf.
Chowdhury, R. M. (2019). The moral foundations of consumer ethics. Journal of Business Ethics, 158(3), 585-601. https://doi.org/10.1007/s10551-017-3676-2
Clemensen, M. (2017). Corporate Political Activism: When and how should companies take a political stand?.
Clifford, S., Iyengar, V., Cabeza, R., & Sinnott-Armstrong, W. (2015). Moral foundations vignettes: A standardized stimulus database of scenarios based on moral foundations theory. Behavior research methods, 47(4), 1178-1198. https://doi.org/10.3758/s13428-014-0551-2
Culhane, L. E. (2018). Male dominance in political recruitment: Gender, power, and institutions in the Republic of Ireland. The University of Manchester (United Kingdom). Retrieved from https://www.research.manchester.ac.uk/portal/files/87764993/FULL_TEXT.PDF
Dahlin, E. L. (2021). How Brand Activism Affects Consumer Attitude: A study on Swedish consumers’ attitudes towards companies using brand activism, with the Black Lives Matter movement as context (Doctoral dissertation, Uppsala University).
Datu, J. A. D., & Lizada, G. S. N. (2018). Interdependent happiness is associated with higher levels of behavioral and emotional engagement among Filipino university students. Philippine Journal of Psychology, 51(1), 63-80. Retrieved from https://www.pap.ph/assets/files/journals/interdependent-happiness-is-associated-with-higher-levels-of-behavioral-and-emotional-engagement-amo.pdf
David, C.C. (2013). ICTs in political engagement among youth in the Philippines. The International Communication Gazette. 75(3), 322-337. doi:10.1177/1748048512472948
Davis, S. (2018). Is A Social Cause A Necessity For A Brand? Retrieve from https://www.forbes.com/sites/forbesagencycouncil/2018/05/25/is-a-social-cause-a-necessity-for-a-brand/?sh=38296f2a7e7d
Delker, B. C., Smith, C. P., Rosenthal, M. N., Bernstein, R. E., & Freyd, J. J. (2018). When home is where the harm is: Family betrayal and posttraumatic outcomes in young adulthood. Journal of Aggression, Maltreatment & Trauma, 27(7), 720-743. doi: 10.1080/10926771.2017.1382639
Digital 2021: The latest insights into the ‘state of digital’. (2021, January 27). We Are Social. Retrieved from https://wearesocial.com/blog/2021/01/digital-2021-the-latest-insights-into-the-state-of-digital
Duford, T. B. (2017, August 10). Blind family loyalties: 7 types. Psych Central. Retrieved February 12, 2022, from https://psychcentral.com/blog/relationship-corner/2017/08/blind-family-loyalties-7-types?fbclid=IwAR2P5zwOvw4v40fn-6TyGeO1hAtjbnQYgWEw7hCFykhvSFzDBjBHc4vhqIs#1
Edelman, D. J. (2018). Earned brand 2018. Edelman. Retrieved from https://www.edelman.com/earned-brand
Elkan, S. (2018). The Influence of Environmental Brand Activism on Millennial Environmental Consumer Behavior (Doctoral dissertation, Master Thesis, University of Colorado Boulder]. CU Scholar. https://scholar. colorado. edu/concern/parent/9593tv522/file_sets/6d56zx012).
Ellingsen, T., & Mohlin, E. (2019). Decency. Department of Economics, School of Economics and Management, Lund University. Retrieved from https://ethz.ch/content/dam/ethz/special-interest/gess/law-n-economics/leb-dam/documents/Decency190209.pdf
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American journal of theoretical and applied statistics, 5(1), 1-4. doi: 10.11648/j.ajtas.20160501.11
Eyada, B. (2020). Brand activism, the relation and impact on consumer perception: a case study on nike advertising. International Journal of Marketing Studies, 12(4), 30-42. doi:10.5539/ijms.v12n4p30
Fernandes, D. (2020). Politics at the mall: The moral foundations of boycotts. Journal of Public Policy & Marketing, 39(4), 494-513. https://doi.org/10.1177%2F0743915620943178
Fulgoni, D., Carpenter, J., Ungar, L., & Preoţiuc-Pietro, D. (2016, May). An empirical exploration of moral foundations theory in partisan news sources. In Proceedings of the Tenth International Conference on Language Resources and Evaluation (LREC'16) (pp. 3730-3736). Retrieved from https://aclanthology.org/L16-1591
Gehman, R., Guglielmo, S., & Schwebel, D. C. (2021). Moral foundations theory, political identity, and the depiction of morality in children’s movies. PloS one, 16(3), e0248928. https://doi.org/10.1371/journal.pone.0248928
Goddard, E., Muringai, V. & Boaitey, A. (2019), "Moral foundations and credence attributes in livestock production: Canada", Journal of Consumer Marketing, Vol. 36 No. 3, pp. 418-428. https://doi.org/10.1108/JCM-02-2018-2550
Graham, J., & Haidt, J. (2012). Sacred values and evil adversaries: A moral foundations approach. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.459.9448&rep=rep1&type=pdf
Graham, J., Haidt, J., & Nosek, B. A. (2009). Liberals and conservatives rely on different sets of moral foundations. Journal of Personality and Social Psychology, 96(5), 1029–1046. https://doi.org/10.1037/a0015141
Grant, C. A., & Gibson, M. L. (2013). “The path of social justice”: A human rights history of social justice education. Equity & Excellence in Education, 46(1), 81-99. https://doi.org/10.1080/10665684.2012.750190
Gromet, D. M., Kunreuther, H., & Larrick, R. P. (2013). Political ideology affects energy-efficiency attitudes and choices. Proceedings of the National Academy of Sciences, 110(23), 9314-9319. https://doi.org/10.1073/pnas.1218453110
Haidt, J., Graham, J., & Joseph, C. (2009). Above and below left–right: Ideological narratives and moral foundations. Psychological Inquiry, 20(2-3), 110-119. doi: 10.1080/10478400903028573
Hanel, J.A. (2017). Moral Psychology And Political Campaigns. Electronic Theses and Dissertations. 781. Retrieved from https://egrove.olemiss.edu/etd/78
Hermann, A. (2020). Ensuring Brand Activism in Integrated Marketing Communications Campaigns Resonates with Millennial Consumers. Honors Theses. 1571. Retrieved from https://egrove.olemiss.edu/hon_thesis/1571
Honeycutt, N., & Freberg, L. (2017). The liberal and conservative experience across academic disciplines: An extension of Inbar and Lammers. Social Psychological and Personality Science, 8(2), 115-123. https://doi.org/10.1177%2F1948550616667617
Jacobson, C., Katalin Abdallah, L., Liasse, D., & Lund, E. (2018). Femvertising and its effects on brand image: A study of men’s attitude towards brands pursuing brand activism in their advertising. LBMG strategic Brand Management-masters paper series. Retrieved from https://lup.lub.lu.se/luur/download?func=downloadFile&recordOId=8963765&fileOId=8963766
Jansson, J., & Dorrepaal, E. (2015). Personal norms for dealing with climate change: results from a survey using moral foundations theory. Sustainable Development, 23(6), 381-395. doi: 10.1002/sd.1598
Jernberg, A., Eklund, S., & Roman, A. J. (2020). The Impact of Sustainable Advertising and its Relationship to Consumer Brand Loyalty: An Empirical Study of Young Adults and their Brand Switching Behaviour on High-and Low Involvement Products. Retrieved from https://www.diva-portal.org/smash/get/diva2:1434824/FULLTEXT01.pdf
Jewkes, R., Morrell, R., Hearn, J., Lundqvist, E., Blackbeard, D., Lindegger, G., ... & Gottzén, L. (2015). Hegemonic masculinity: combining theory and practice in gender interventions. Culture, health & sexuality, 17(sup2), 112-127. doi: 10.1080/13691058.2015.1085094
JM, L. M. (2020). Does Moral Foundations Theory Reveal that Teens Aren’t Entirely Split on PC Culture in Higher Education?. doi: 10.31234/osf.io/5dfvh
Johnstone, M. L., & Hooper, S. (2016). Social influence and green consumption behavior: A need for greater government involvement. Journal of Marketing Management, 32(9-10), 827-855. doi:10.1080/0267257X.2016.1189955
Jung, J., & Mittal, V. (2020). Political identity and the consumer journey: A research review. Journal of Retailing, 96(1), 55-73. https://doi.org/10.1016/j.jretai.2019.09.003.
Kim, J. C., Park, B., & Dubois, D. (2018). How consumers’ political ideology and status-maintenance goals interact to shape their desire for luxury goods. Journal of Marketing, 82(6), 132-149. https://doi.org/10.1177%2F0022242918799699
Kotler, P., & Sarkar, C. (2017). Finally Brand Activism! The Marketing Journal. Retrieved from 175 Problems and Perspectives in Management, Volume 17, Issue 4, 2019
Kumar, N. (2020). Study the impact of brand activism and political activism on marketing trends. European Journal of Molecular & Clinical.
Medicine, 7(10), 2010-2021. Retrieved from https://ejmcm.com/article_6881_52a4e0ad6e8f472fb90e589812a2567a.pdf
Kupfer, T. R., Inbar, Y., & Tybur, J. M. (2020). Reexamining the role of intent in moral judgements of purity violations. Journal of Experimental Social Psychology, 91, 104043. https://doi.org/10.1016/j.jesp.2020.104043
Lind, E. A., & Arndt, C. (2016). Perceived Fairness and Regulatory Policy: A behavioural science perspective on government-citizen interactions. Duke University.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.
LeFebvre, R., & Franke, V. (2013). Culture matters: Individualism vs. collectivism in conflict decision-making. Societies, 3(1), 128-146. doi:10.3390/soc3010128
Löffler, M., Luyt, R., & Starck, K. (2020). Political masculinities and populism. Norma, 15(1), 1-9. https://doi.org/10.1080/18902138.2020.1721154
Lundemo Dahlin, E., & Araf, D. (2021). How Brand Activism Affects Consumer Attitude: A study on Swedish consumers’ attitudes towards companies using brand activism, with the Black Lives Matter movement as context. Uppsala University.
McArthur, J. (2016). Assessment for social justice: The role of assessment in achieving social justice. Assessment & Evaluation in Higher Education, 41(7), 967-981.
Mende, M., Scott, M. L., Garvey, A. M., & Bolton, L. E. (2019). The marketing of love: How attachment styles affect romantic consumption journeys. Journal of the Academy of Marketing Science, 47(2), 255-273.https://doi.org/10.1007/s11747-018-0610-9
Mukherjee, S., & Althuizen, N. (2020). Brand activism: Does courting controversy help or hurt a brand?. International journal of research in marketing, 37(4), 772-788. https://doi.org/10.1016/j.ijresmar.2020.02.008
Park, Y. S., & Valentino, B. (2019). Animals are people too: explaining variation in respect for animal rights. Hum. Rts. Q., 41, 39 Retrieved from https://cpb-us-e1.wpmucdn.com/sites.dartmouth.edu/dist/b/1324/files/2019/06/Park-and-Valentino-HRQ-Animals-are-People-Too.pdf
Petersen, M. B., Osmundsen, M., & Arceneaux, K. (2020). The “need for chaos” and motivations to share hostile political rumors. Aarhus University, Aarhus, Denmark.
Pfeifer, J. H., & Berkman, E. T. (2018). The development of self and identity in adolescence: Neural evidence and implications for a value‐based choice perspective on motivated behavior. Child development perspectives, 12(3), 158-164. doi: 10.1111/cdep.12279
Pontillas, M., Requinala, K. V., Agna, M. A., Atienza, L., Reginaldo, C., Balingasa, J., & Lopez, M. (2020). Filipino Memes: Generation Z’s Way of Indirectness. In DLSUResearch Congress. Retrieved from https://www.researchgate.net/profile/Marlon-Pontillas/publication/347803098_Filipino_Memes_Generation_Z's_Way_of_Indirectness/links/5fe4135145851553a0e63e6e/Filipino-Memes-Generation-Zs-Way-of-Indirectness.pdf
Resnick, B. (2018). Trump is a real-world political science experiment. Vox. Retrieved from https://www.vox.com/science-and-health/2017/10/11/16288690/trump-political-science-psychology-follow-the-leader
Rothgerber, H. (2014). Evaluation of ingroup disloyalty within a multigroup context. Social Psychology, 45(5), 382. doi: 10.1027/1864-9335/a000196
Sabater, V. (2021, November 15). Cutting Ties with a Family Member. Exploring Your Mind. Retrieved from https://exploringyourmind.com/cutting-ties-with-a-family-member/?fbclid=IwAR2gd6Lv-BRf_0Hs50Yd2KHlO5cSsAPHZWoH4fsmgwfKRMA6c5mzv8BmAJU
Sanchez-Montijano, E., & García, J. S. (Eds.). (2019). Youth at the margins: Perspectives on Arab Mediterranean youth. Routledge. Retrieved from https://books.google.com.ph/books?hl=en&lr=&id=CeGEDwAAQBAJ&oi=fnd&pg=PT9&dq=+6+Arab+Mediterranean+youth.+Youth+at+the+Margins:+Perspectives+on+Arab+Mediterranean+Youth.&ots=SLdovJU3Sg&sig=zkYRb7FfD-7bXCFAdpRkZ9PfVYE&redir_esc=y#v=onepage&q=6%20Arab%20Mediterranean%20youth.%20Youth%20at%20the%20Margins%3A%20Perspectives%20on%20Arab%20Mediterranean%20Youth.&f=false
Sarnecka, B. (2018, October 9). Family loyalty. Psychology Today. Retrieved March 1, 2022, from https://www.psychologytoday.com/us/blog/thinking-writing-science/201810/family-loyalty?fbclid=IwAR07rH8mV898iLB_OcRbxla78SIzy2HOJbt8SsPXAaBU62mqdatLElFmSf4
Schleier, M. (2021). Standing Up for Societal Change: The Phenomenon of Brand Activism. A quantitative investigation on young consumers' attitude towards an environmental activist brand. Lund University.
Siedlecki, S. L. (2020). Understanding descriptive research designs and methods. Clinical Nurse Specialist, 34(1), 8-12. doi: 10.1097/NUR.0000000000000493
Shim, K. J., & Lim, J. S. (2017). Do consumers' moral foundations predict boycotts? Mediating roles of blame attributions and anger in driving US consumers' anti-sweatshop boycotts. 한국 PR 학회 학술대회, 93-108. Retrieved from https://www.earticle.net/Article/A330272
Smith, I. H., Aquino, K., Koleva, S., & Graham, J. (2014). The moral ties that bind... even to out-groups: The interactive effect of moral identity and the binding moral foundations. Psychological science, 25(8), 1554-1562. doi: 10.1177/0956797614534450
Strand, D. (2016, February 16). Chaos: The Fundamental Problem of Human Society. ProvidenceMag. Retrieved February 15, 2022, from https://providencemag.com/2016/02/chaos-the-fundamental-problem-of-human-society/?fbclid=IwAR3wNshJsdywygZxyIcCzc8KuB3ldxCTotwq8Gvf8YiAh73Njg_AHUvi-YE.
Talhelm, T., Haidt, J., Oishi, S., Zhang, X., Miao, F. F., & Chen, S. (2015). Liberals think more analytically (more “WEIRD”) than conservatives. Personality and Social Psychology Bulletin, 41(2), 250-267. doi: 10.1177/0146167214563672
Thompson, S. (2018, October 31). Blood is not thicker than water. The Stallion. Retrieved January 20, 2022, from https://abacstallion.com/2018/10/31/blood-is-not-thicker-than-water/?fbclid=IwAR017rIVegbD14NQuJtZfLXCa8W7T7-5XfVnXO28zbISFnZKchdvrLKL_ro
Toth, M. (2014). The Role of Self-Concept in Consumer Behavior. UNLV Theses, Dissertations, Professional Papers, and Capstones. 2161. http://dx.doi.org/10.34917/6407916
Understanding Collectivist Cultures. (2022, February 23). Verywell Mind. Retrieved from https://www.verywellmind.com/what-are-collectivistic-cultures-2794962
Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands taking a stand: Authentic brand activism or woke washing?. Journal of public policy & marketing, 39(4), 444-460. doi: 10.1177/0743915620947359
Warren, N. L. (2021). Boycott or Buycott: The Aftermath of Corporate Activism. NIM Marketing Intelligence Review, 13(2), 32-37. doi: 10.2478
Watkins, L., Aitken, R., & Mather, D. (2016). Conscientious consumers: a relationship between moral foundations, political orientation and sustainable consumption. Journal of Cleaner Production, 134, 137-146. https://doi.org/10.1016/j.jclepro.2015.06.009
Zusi, E. (2015, March 20). Evaluations of in-group disloyalty . The Importance of Being Empirical. Retrieved March 1, 2022, from https://web.colby.edu/socialpsychology/2015/03/20/evaluations-of-in-group-disloyalty/