معرفی
Kevin P. Newman is an Assistant Professor of Marketing at the Arthur F. and Patricia Ryan Center for Business Studies, Providence College. His research focuses on consumer behavior, particularly how moral emotions like guilt and personality factors like moral identity importance influence connections with ethical brands and purchasing intentions.
- Key findings demonstrate guilt motivates stronger self-brand connections with ethical brands, especially among high moral identity individuals
- Research shows these emotional connections translate to increased purchase intentions
- Additional work explores precommitment mechanisms and guilt alleviation through charitable actions
Email: knewman4@providence.edu
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