The Role of Emotional Imagery Exposure on Fair Trade Consumption and on Compassion

3 thoughts on “The Role of Emotional Imagery Exposure on Fair Trade Consumption and on Compassion”

1. This paper touches on topics, such as CEIE, COOE, Social Identity Theory, and Emotional Imagery Theory. The potential role and influence COOE and CEIE can have on consumers’ perception of Fair Trade products is the main point of argument or discussion. According to Dr. Musa’s research, different levels of COOE might impact consumer purchasing decisions as Social Identity Theory proposes that different levels of COOE allow individuals to put themselves in others’ shoes. This means consumers with high COOE levels will more likely empathize with Fair Trade workers and decide to shop with them. Dr. Musa also argues that CEIE may impact purchasing behavior due to Emotional Imagery Theory which is an idea that proposes how imagery influences behavior. Therefore, the argument is that more exposure to CEIE will increase the likelihood of consumers shopping for Fair Trade products.

   Overall, Dr. Musa’s research is clear and reasonable. It does seem likely that CEIE and COOE levels will impact consumer behavior due to the two theories explained in the research article. For example, if I see images of happy farmers in a product, I feel more emotionally connected to them. Furthermore, it is logical to think that more compassionate people are likely to make purchases that help strive to better the world. The experiment that Dr. Musa proposes is also well-constructed as it contains proper control groups. The addition of the non-purchasing scenario also controls the factors, such as price and quality, that consumers consider when shopping.

2. I was first inclined to read this research paper because I thought that researching how consumers’ compassion affects their purchasing habits was a beautiful thing. After reading it I have to say that I really enjoyed it. I was not aware of the concept of CEIE (compassionate emotional imagery exposure) which is the extent to which a message contains information intended to evoke compassion in the receiver. Neither I was familiarized with the COOE (compassion for oneself, others and the environment) theory, ‘the extent to which a person is caring, patient and respectful towards themselves, others and the environment’. After finding out about these two concepts, and without reading further yet, I had agreed with the paper’s theory that CEIE has an effect on COOE. And I agree that both might be driving forces for consumers to purchase Fair Trade products.

   The paper’s explanation on how an individual’s level of COOE might affect their capability of putting themselves in others’ shoes, empathy, makes sense. Therefore if high, they would be able to see themselves as the person on the other end of the Fair Trade, and thus buy from it. So, individuals with a higher COOE are able to be more empathic which will incentivize them to buy Fair Trade. I think that the exhibits showing the different CEIE levels (3, 4 & 5) were truly eye-opening and efficient showing how CEIE approaches might be perceived by individuals with different COOE levels. Finally, I really enjoyed the suggestions for further study using similar images and text to the ones shown in the exhibits. I agree that it would be a great idea to conduct two studies with these, or similar, exhibits to prove the points theorized over in the paper, and I agree with the way this should be carried out.

   Again, I think that this was a great paper and field of study.

3. I really enjoyed reading this article! This article presents an interesting perspective on the potential influence of compassionate emotional imagery exposure (CEIE) on Fair Trade consumption and compassion. It’s clear that Dr. Musa’ve put a lot of thought into the theoretical framework and the potential implications of her research. It’s heartening to see that there’s a growing demand for CSR policies and sustainable business practices, which can have a positive impact on both communities in developing countries and our global environment. The detailed explanation of Fair Trade principles and the way organizations adhere to them, as approved by the World Fair Trade Organization, showcases a commitment to fairness, sustainability, and ethical practices. This aligns with the values of many consumers who are increasingly seeking products that have a positive social and environmental impact. Moreover, the connection between emotional imagery and Fair Trade, as highlighted by Davenport & Low’s research, underscores the power of storytelling in conveying the transformative potential of Fair Trade. By portraying artisans as individuals with the potential for a better life through their craft, it not only paints a vivid picture but also invokes a sense of empowerment and hope.

   In Emotional imagery and Fair Trade part, The her reference to Davenport & Low’s research effectively demonstrates the impact of imagery in promoting Fair Trade products. By portraying Fair Trade producers as “artisans,” they create a compelling mental image of individuals striving for independence and a better life through their traditional skills. This aligns perfectly with the empowerment message of Fair Trade. The idea that CEIE can help individuals justify their Fair Trade purchases, even if they are more expensive, is also intriguing. It suggests that emotional imagery can be a persuasive tool in encouraging ethical consumer choices. This is especially relevant given that Fair Trade products often come at a premium.