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The impact of marketing campaigns deterring the supply and demand of endangered wildlife in Kenya and China

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  • Natascha Loebnitz, Stralsund University of Applied Sciences
  • ,
  • Clarisse Kienou, Stralsund University of Applied Sciences
  • ,
  • Yanfeng Zhou, Sun Yat-Sen University, China
  • Phillip Frank, University of Rostock
  • ,
  • Klaus G Grunert
Poaching rhinos to sell their horns is one of the most pressing threats to wildlife and constitutes an illicit yet extremely profitable business. Employing construal level and reactance theory, two studies examine which marketing campaign is most effective in countries where the crime is actually taking place by distinguishing supply (=poachers in Kenya) and demand (=consumers of Chinese traditional medicine in China). Both studies follow a 2 × 2 between‐subject design with an additional control group whereby temporal distance and social distance are manipulated to outline weaknesses of current antipoaching campaigns and identify alternatives that are more effective. Results suggest that economic and identity‐related factors can explain consumers (China) and poachers (Kenya) intentions to purchase traditional Chinese medicine with rhino horn or sell rhino horn. In both countries, marketing campaigns featuring temporal distance were superior to close counterparts; yet, the mediating variables differ for each country. Close temporal distance elicits reactance. Interestingly, poachers do not seem to discriminate between close and far social distance. The findings have lifesaving implications for wildlife, profound practical implications for non‐governmental organizations, and governmental agencies' additional theoretical contributions.
Original languageEnglish
JournalPsychology & Marketing
Pages (from-to)1797–1811
Number of pages15
Publication statusPublished - Dec 2020

    Research areas

  • Chinese traditional medicine, construal level theory, poaching, reactance theory, wildlife crime

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