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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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The impact of marketing campaigns deterring the supply and demand of endangered wildlife in Kenya and China. / Loebnitz, Natascha; Kienou, Clarisse; Zhou, Yanfeng; Frank, Phillip; Grunert, Klaus G.

In: Psychology & Marketing, Vol. 37, No. 12, 12.2020, p. 1797–1811.

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

Harvard

Loebnitz, N, Kienou, C, Zhou, Y, Frank, P & Grunert, KG 2020, 'The impact of marketing campaigns deterring the supply and demand of endangered wildlife in Kenya and China', Psychology & Marketing, vol. 37, no. 12, pp. 1797–1811. https://doi.org/10.1002/mar.21421

APA

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MLA

Vancouver

Author

Loebnitz, Natascha ; Kienou, Clarisse ; Zhou, Yanfeng ; Frank, Phillip ; Grunert, Klaus G. / The impact of marketing campaigns deterring the supply and demand of endangered wildlife in Kenya and China. In: Psychology & Marketing. 2020 ; Vol. 37, No. 12. pp. 1797–1811.

Bibtex

@article{8d71c52ae1c8431f88aa6fdefedc8da2,
title = "The impact of marketing campaigns deterring the supply and demand of endangered wildlife in Kenya and China",
abstract = "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.",
keywords = "Chinese traditional medicine, construal level theory, poaching, reactance theory, wildlife crime",
author = "Natascha Loebnitz and Clarisse Kienou and Yanfeng Zhou and Phillip Frank and Grunert, {Klaus G}",
year = "2020",
month = dec,
doi = "10.1002/mar.21421",
language = "English",
volume = "37",
pages = "1797–1811",
journal = "Psychology & Marketing",
issn = "0742-6046",
publisher = "JohnWiley & Sons, Inc.",
number = "12",

}

RIS

TY - JOUR

T1 - The impact of marketing campaigns deterring the supply and demand of endangered wildlife in Kenya and China

AU - Loebnitz, Natascha

AU - Kienou, Clarisse

AU - Zhou, Yanfeng

AU - Frank, Phillip

AU - Grunert, Klaus G

PY - 2020/12

Y1 - 2020/12

N2 - 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.

AB - 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.

KW - Chinese traditional medicine

KW - construal level theory

KW - poaching

KW - reactance theory

KW - wildlife crime

U2 - 10.1002/mar.21421

DO - 10.1002/mar.21421

M3 - Journal article

VL - 37

SP - 1797

EP - 1811

JO - Psychology & Marketing

JF - Psychology & Marketing

SN - 0742-6046

IS - 12

ER -