Lucas J. Dixon, Matthew J. Hornsey, Nicole Hartley, Cassandra M. Chapman, Justin P. Brienza
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引用次数: 0
Abstract
Despite being a risky and controversial business model, little research has investigated personal characteristics that increase attraction to multi-level marketing business opportunities like Amway and Herbalife. A two-wave survey (Ntotal = 1503) revealed that attraction to multi-level marketing opportunities was associated with stronger extrinsic life goals (for becoming rich, famous, and attractive), belief systems related to spirituality and thought-action fusion (i.e., the belief that thoughts alone create reality), and a cognitive decision-making style that emphasizes intuitive over rational thinking. Intrinsic psychological needs (e.g., for control and meaning) showed the least consistent associations. Based on these findings, we provide guidance for consumer advocates and policy makers to consider individual psychological factors in education campaigns to improve decision making and participant wellbeing.
期刊介绍：
The ISI impact score of Journal of Consumer Affairs now places it among the leading business journals and one of the top handful of marketing- related publications. The immediacy index score, showing how swiftly the published studies are cited or applied in other publications, places JCA seventh of those same 77 journals. More importantly, in these difficult economic times, JCA is the leading journal whose focus for over four decades has been on the interests of consumers in the marketplace. With the journal"s origins in the consumer movement and consumer protection concerns, the focus for papers in terms of both research questions and implications must involve the consumer"s interest and topics must be addressed from the consumers point of view.
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