Consumer Security and the Moderating Role of Openness to Experience in the Relationship between Emotional Blackmail and Switching Intention: An Empirical Study
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Abstract
The marketing practices and advertising strategies adopted by companies play an important role in consumer security and protection. The study aims to identify the effectiveness between emotional blackmail dimensions and switching intention to another brand, in addition to the moderating role of traits openness to experience on the relationship between emotional blackmail dimensions and switching intention to another brand. An online survey was designed to collect data from 401 volunteer customer’s cosmetic products in Egypt. Path analysis was employed to test the research hypotheses using WarpPLS7.
The research results showed that there is a positive relationship between emotional blackmail and switching intention to another brand. The research results confirmed that openness to experience traits significantly effects switching intention to another brand. Finally neurotic personality strengthened the positive relationship between emotional blackmail and switching intention another bra-nd.
The study recommended the necessity for companies to adopt ethical marketing practices, by paying attention to designing integrated marketing strategies. With the monitoring of customers’ evaluation of the company’s behavior on a permanent basis by consumer protection associations and decision-makers in the House of Representatives and ministries, and drafting laws that criminalize unethical behaviors with appropriate penalties that maintain consumer security and work to deter companies from practicing these behaviors.
Keywords
Emotional blackmail, Openness to Experience, Switching Intention, Security Studies, Consumer Security
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